Uhlmann PR | Quadrat Dunkelgrün

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 celebrated its 25th anniversary in 2023.

Our task: to generate eye-catching placements for the target group of parents.

Uhlmann PR | Quadrat Türkis
Uhlmann PR | Illustration Schaufel und Topf mit Erde
Uhlmann PR | Quadrat Türkis
Uhlmann PR | Illustration Wassertropfen
Uhlmann PR | Illustration junger Pflanzen-Trieb

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 was at the centre of our campaign.

We chose educator and bestselling author Inke Hummel as our expert. We used 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 won a collaboration with “Stadt Land Mama”, a family blog with a large following.

The funny and curious questions of the children appeared on all channels as an emotional introduction and brought the face of the community to a smile as they recognized the content of these questions. Practical advice tips were 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 convinced the editorial teams: The editorial radio report alone was broadcast by 17 radio stations.

Overall, we were able to achieve a following of over 1.6 million. The collaboration of influencers presented a remarkable engagement rate of 4.5% which also shows that the topic was well received.

Uhlmann PR | Illustration Baum, Eiche
Uhlmann PR | Quadrat Gelb

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.

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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.

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For better: Seit acht Jahren
unterstützen wir die Presse- und Öffentlichkeitsarbeit des sozialen Buchhändlers buch7
auf allen Ebenen.