Case: Young Internet

Goal

Our goal was to use continuous PR to draw the attention of relevant target groups to Young Internet and to position the company as a leading provider in the children’s app segment. To this end, it was important to establish the brand as an expert in the field of media competence in the children’s segment and on the topic of mobile media use among children

Execution

In order to make Young Internet known to the relevant media as the contact for Internet offerings suitable for children, it was essential to prepare the topics in a way that was suitable for the target group. To achieve this, we focused on the needs, interests, but also concerns of the target group and involved the users in PR activities. In addition, we created TV and event concepts.

The cooperation with the online gaming provider for children was very successful. In the period of the assignment, from March 2009 to December 2011, we were able to achieve over 400 contributions in a wide variety of media. Among others, we realized over 300 publications in consumer media alone, both print and online, such as Guter Rat, KidsZone, ELTERN, Familie & Co, Bild.de or Bild der Frau. Daily newspapers such as BILD, Hamburger Abendblatt, Hamburger Morgenpost, Berliner Kurier, WAZ, Welt Kompakt and Freie Presse also reported on Europe’s leading provider of child-friendly Internet services. In addition, the company was featured in 6 TV reports, including ARD Tagesthemen, MDR, 3satNeues and ZDFinfokanal. We also generated 140 links during the period of cooperation.