Case Study
B2B / B2C / Saas

Fighting the good fight: How we showcased Xayn's privacy-focused search engine and AI systems in the DACH region

Client

Xayn

www.xayn.com

Project date

April 2022 - October 2022

Services

B2B & B2C

SaaS

The results

6

MONTHS

11

ARTICLES SECURED

The brief

What once began with a clear goal of improving the world with an ad-free private search engine that protects both data and users, has evolved into much more than just a change in the status quo in the world of private search engines. Xayn, which originated from an AI research project at the University of Oxford and Imperial College London, continued to further develop its product, evolving into pioneering next genAI for large organizations. The Berlin-based startup builds secure, sovereign, and sustainable AI systems that help companies and institutions leverage the power of language models at scale.

Laika was called upon for support during this crucial developmental phase—covering for Xayn’s Head of Communications’s parental leave. Our role extended beyond strengthening their already robust media presence—we strategically set the course to lead Xayn into the next generation of AI, highlighting how Xayn's technology stood at the forefront of innovation, redefining the landscape of intelligent search, and personalized recommendations.

The campaign

While navigating the internal challenges of realignment and communicative positioning, our multifaceted approach positioned the company as a thought leader in data privacy and digital responsibility. We encompassed various aspects, from corporate communications to advice pieces, speaking engagements, and meticulous product communication.

To amplify our messaging, we strategically leveraged insightful testimonials from key figures within the company, notably Dr. Leif-Nissen Lundbæk, co-founder and CEO, and Professor Michael Huth, co-founder and Senior Researcher as well as Head of the Department of Computing at Imperial College London.

At the same time, we underscored Xayn's employer branding initiatives, spotlighting key actions such as their implementation of a four-day workweek, and the signing of their diversity charter. Simultaneously, we maintained a robust media relations and press office, promptly addressing incoming inquiries and ensuring that Xayn's story resonated across different channels.

Ensuring the perpetuity of our comms & PR successes, we seamlessly integrated them into the realm of social media, amplifying Xayn's narrative across digital platforms. Daily monitoring and monthly reporting were integral components, allowing us to adapt and refine our strategy continuously.

In essence, our multifaceted approach was not just about disseminating information but orchestrating a symphony of communication elements, strategically aligned to uphold the foundational hum of corporate and consumer news for Xayn.

The results

While supporting Xayn's repositioning and highlighting their goal to enhance our daily digital experiences through cutting-edge AI, we concurrently elevated the discourse around data privacy and digital responsibility. Our efforts resonated not only with industry professionals but also with a broader audience, emphasizing the significance of conscious and ethical choices in the digital realm.

In the six months of our project collaboration, we secured 11 clippings—ranging from tech outlets, to business, to national and HR media such as Fortune, Human Resources Manager, and Computer Bild.

Our collaborative journey with Xayn has solidified the company's influential position in the market, leaving a lasting impact on the discourse surrounding data privacy and digital responsibility.