Anniversary campaign: Wieso? Weshalb? Warum?
Emotional children's questions combined with tips from experts
“Every parent knows about the funny questions that kids ask. As a mum, sometimes you get so many questions and some that are difficult, and you are not sure how to answer. The Book series Wieso? Weshalb? Warum? has guided us in our home for many years. A cooperation for the anniversary was therefore a perfect fit for our community and struck a chord with them.”
Katharina Nachtsheim, owner of the blog „Stadt Land Mama“
The task
The popular non-fiction series Wieso? Weshalb? Warum? from Ravensburger celebrates its 25th anniversary in 2023.
Our task: to generate eye-catching placements for the target group of parents.
The implementation
A child in kindergarten age asks 400 questions a day. But what role do questions play in children’s development, why are they important and how can parents and other carertakers respond appropriately?
This background is at the centre of our campaign.
We choose educator and bestselling author Inke Hummel as our expert. We use her interview in various ways: as a press release, a cross-media presence on various channels of the parenting magazine leben & erziehen, for an editorial radio report and for a collaboration with the children’s radio station “Radio Teddy”.
In addition, we win a collaboration with “Stadt Land Mama”, a family blog with a large following.
The funny and curious questions of the children appear on all channels as an emotional introduction and bring the face of the community to a smile as they recognize the content of these questions. Practical advice tips are also provided.
The result
Can it also rain on Sundays? What noise does the giraffe make? The witty children’s questions and the informational content of the expert interview convince the editorial teams: The editorial radio report alone is broadcast by 17 radio stations.
Overall, we are able to achieve a following of over 1.6 million. The collaboration of influencers presents a remarkable engagement rate of 4.5% which also shows that the topic is well received.
Further cases
Added value for parents: In the influencer campaign for Europa radio plays, we focus on the connection between two radio plays and Europa-Park.
For the toy manufacturer Schleich,
we generate content that
hits home and stories that get
read. We know how to strike
a chord with parents.
For better: For eight years,
we have been supporting the
press and public relations work
of the social bookseller buch7
at all levels.