Case Study
Event PR / B2B Communications

Unpacking the future: Creating media experiences for sustainable Woola packaging

Client

Woola
https://www.woola.io/

Project Date

December 2022 - March 2023

Services

Event PR & B2B PR

The results

4

months

12

Clippings

640k+

Reach

The brief

In December 2022, Woola presented us with a distinctive proposition. The Estonian start-up, committed to creating eco-friendly packaging for e-commerce and retail from surplus sheep wool, aimed to not only amplify its media visibility but also extend invitations to existing partners and potential customers. Having successfully organized Woola events in locations like Stockholm, Paris and Copenhagen, showcasing their products and narrating their story, they now aimed to replicate this achievement in the German market. The aim is to attract media attention similar to what they received in the previous cities. Recognizing our expertise, they enlisted Laika to orchestrate B2B communication and event PR tailored to this objective.

Our mission had a clear objective with a touch of warmth—supporting Woola's mission to transform the packaging industry's single-use mentality toward sustainable solutions, a cause we already successfully championed in the past for LivingPackets.

The campaign

The key strategy for our event PR was centered on introducing Woola to journalists, brands, decision makers and influencers, leveraging our established network to ensure a substantial and lasting impact. It became evident that our primary focus was on the DACH region with the Woola experience events, in order to enhance awareness of their products and company.

Once the strategy was in place, our attention shifted to introducing the innovative products to the DACH market. This involved securing impactful coverage in relevant national, local, business, retail, e-commerce, and logistics media, as well as select lifestyle titles. The spotlight was on versatile wool wraps, reusable bottle sleeves, and cushioning wool that could be recycled, returned, or industrially composted, capturing the attention of journalists as we initiated our partnership.

Recognizing the significance of establishing a solid foundation, we chose to step back before delving into the event. Acknowledging that attending an event without prior knowledge might result in reduced commitment, our priority was to first introduce the products. This drew attention, swiftly noticed by media outlets such as: Frundscene, Logistik Heute and the Packaging Journal.

The subsequent crucial stage involved captivating journalists, decision-makers, and influencers through a compelling promotional strategy. Our approach placed emphasis on delivering information about the event, the company, and its products in Woola's distinct tone— purposeful and environmentally conscious. This strategy was designed not only to optimize attendance, but also to enhance brand awareness effectively. Notably, Frank Puscher, the deputy editor-in-chief of Meedia and the events moderator, provided coverage, garnering attention in multiple articles for the subsequent developments.

Our plans don't always unfold as seamlessly in reality as they appear in the strategy presented to clients, and this was evident in our experience with Woola. Despite our extensive efforts to generate interest and secure attendance for the event, we faced challenges that resulted in a more limited guest list just a week before the scheduled date. Registrations were lower than anticipated, and the feedback from journalists and influencers frequently mentioned challenges such as the perceived inconvenience of timing, despite our proactive approach in pitching and sending save-the-dates well in advance. It's worth noting that other external factors, such as vacations, may have played a role in the turnout. Faced with this challenge, we took a more traditional PR approach by personally reaching out to journalists via phone calls. Fortunately, this strategy resulted in a better-than-expected turnout, but it undeniably caused some stressful moments.

Outcomes

The journalists had the unique opportunity to tour the Woola Experience exhibition alongside Anna-Liisa Palatu, CEO and co-founder of Woola. During the visit, insights were gained into how the company is revolutionizing the packaging and shipping of products. The event also featured a panel discussion with experts from the sustainability and packaging industry, including Frauke Schoon, Ethics Communications Engagement & Outreach at Lush (also our client at that time) and Tanja Tanskanen, Sustainability Manager at Ampler Bikes. The focus of the discussion was the challenges of achieving a plastic-free future of packaging. Additionally, attendees had the chance to meet the Woola team in person, explore their products, and participate in hands-on testing. Looking back on it, it feels good to know that we helped Woola shift the packaging industry away from single-use materials to more sustainable solutions.