Case Study
B2B

A matter of time: How Protime took off with us in the DACH region

Client

Protime

www.protime.eu

Project Date

Jan 2024 - present

Services

B2B

The results

9

Months

22

clippings

56M+

reach

The brief

Time is our most valuable asset. But using it wisely is sometimes not so easy. In a professional context, time and time management play a particularly important role, not only because legal regulations on working hours and their recording must be complied with. It is much more important to be aware of your time in order to use it as efficiently as possible - to make time valuable.

This is the mission of the Belgian company Protime. Already the market leader in time recording and workforce management in the Benelux countries, there is still a lot of potential for the company in the DACH region. In order to exploit this potential and come a step closer to its vision of becoming the number one in Europe when it comes to time management, Protime approached LAIKA. The aim was to raise awareness of the brand outside of its Belgian home country and to draw attention to it as an expert in time management in all its facets.

The campaign

To achieve our common goals, we focused on HR and business media as well as specialist media from Protime's core industries such as retail and logistics. In the first step, we sent out a press release about Protime's market entry in Germany in order to emphasize the importance of the German market for the company to the media in addition to the news.

We then made regular offers for guest articles and interviews in order to anchor Protime in the minds of journalists and to present the CEO as an expert on the topic of time management. The topic allows for many perspectives, so thematic diversity was our trump card. We were able to combine the topic of time management with various aspects of the New Work concept and thus bring Protime into ongoing discussions about work-life balance, hybrid work, artificial intelligence, skills shortages, productivity and work routines.

In addition, the campaign also dealt with current legal aspects, such as the obligation to record working hours or access controls. In particular, we were able to profitably address the upcoming Working Hours Act on several occasions. The questions of when it will come into force and what practical implementation options are available are currently regularly discussed in the media. By referring to currently relevant topics, we were able to position Protime as a pioneer in time management and workforce management on several occasions.

Another important strategic pillar of the campaign was the data stories, which we created in collaboration with YouGov Germany. We were able to show, through two data stories, that the different generations in the labor market perceive the topic of time management extremely differently and also associate different expectations with it, which explicitly dealt with the views of the older and younger generation with regard to questions about working hours, time management and everyday working life in general. In general, the topics of time management and work-life balance in combination with statistical data met with broad interest from the media.

The results

During our nine-month collaboration, we were able to record 22 clippings. HR outlets such as Persoblogger or HR performance as well as nationally renowned media with a wide reach such as FAZ or Business Insider and Business Punk included Protime in their coverage. We were able to reach over 56 million people in the DACH region: A thoroughly pleasing result, considering that Protime had ventured into the German market for the first time from a communications perspective. In view of this, we can proudly say that we have achieved our goals of positioning Protime as an expert in the field of time management and increasing brand awareness - from virtually zero to over 56 million. And we're not stopping there - our journey continues. Stay tuned!