Case Study
Event management

Making Germany’s households cleaner and smarter with Tineco

Client

Tineco
https://de.tineco.com/

Project date

July - September in 2022, 2023 and 2024

Services

Event management

Media relations

Influencer relations

Results 2022

Results 2023

40

clippings

16 M+

REACH (Monthly Visits)

51

Clippings

7

7 Micro-Influencers for Tineco Germany

235 M+

REACH (monthly visits)

Results 2024

42

Clippings

69 M+

REACH (Monthly Visits)

The brief

Just a few weeks after we kicked off our collaboration with Tineco in June 2022, we got an exciting request: help them rock their first-ever appearance at IFA, the world’s largest trade show for consumer electronics and home appliances! With expectations sky-high, Laika’s mission was crystal clear—create a buzz around Tineco and their newest products.

From crafting press releases to arranging media appointments and providing on-the-ground support, we had all bases covered. The goal? To make sure, Tineco's presence wasn’t just felt, but heard loud and clear across the media landscape! For that first year, our full-service approach included:

Content creation: Writing engaging press releases and personal pitches

Invite management: Tailored and targeted invite strategies to attract key stakeholders, influencers, and media representatives to Tineco's booth.

Press work: Setting up media kits, media briefings and interviews to generate buzz and coverage around Tineco's latest innovations and ensuring coverage from relevant top-tier media outlets to maximize publicity.

Test sampling: Coordinated test sampling sessions to allow attendees to experience Tineco's smart vacuums and mops firsthand, driving product awareness and interest.

Post-event coverage: Ensuring follow-up media coverage and social media posts to keep the hype alive.

In the following two years we continued supporting Tineco during their IFA attendance, adding more services such as:

Event coordination: Supporting the organization of a press conference with 60+ attendees.

Influencer engagement: Bringing in influencers whose presence and posts would amplify the event’s reach.

Host and promotor relations: Organizing a chef and promoters for onsite product demos.

The campaign

With about eight weeks of preparation time in the first year, we immediately started our PR rocket engines and immediately set to work, setting up a plan of all next steps to consider. After creating the first press release, including invites to the booth and offering interview opportunities with Tineco, we focussed on getting everything ready to communicate Tineco’s big news. Our main mission: spark the interest of media to come to the booth and get them interested in both Tineco’s representatives (to kickstart meaningful relationships) and their products (to inform consumers out there that Tineco is here not only to play, but also to stay). From setting up the right media list, sending out the press release and invites, to organizing interviews and product demos on site, Laika played a vital role in the implementation of all communicative measures. After the event, we helped organize sending out test devices and providing any additional info needed by media outlets.

Over the past two years, we’ve continued to support Tineco at IFA with even bigger ideas! From curating the perfect micro-influencers to organizing a press conference, we ensured top media engagement. We also found and booked promoters and a skilled chef to showcase Tineco’s products with live demos, drawing in the crowds and sparking excitement at the booth. These efforts brought Tineco’s innovative spirit to life and kept them at the forefront of the event.

The results

In the three years of our event support for Tineco, we’ve managed to spark the attention of many media representatives from top tier to tech and b2b, leading to coverage in renowned outlets such as ComputerBild, Connect, Caschys Blog, t3n, Smarthome Assistent, Appgefahren, NotebookCheck Infoboard, Elektromarkt, and many more.

Additionally, we helped Tineco to attract a significant increase in foot traffic each year, with attendees drawn to interactive demonstrations and engaging activities. Alongside positive feedback that Tineco received for their booth and their interactive experiences provided, the professionalism of the staff that enhanced their brand reputation we were key support in facilitating networking opportunities with potential partners, distributors, and retailers, leading to new collaborations and expanded market reach for Tineco.

In short, Tineco's presence at all three IFAs was a resounding success!

From Tineco’s first IFA appearance in 2022 to their most recent participation in 2024, the event was a full success for our client. It helped generate important media coverage, build stronger relationships with key industry and media representatives, and thus paved the way for additional future coverage.