Case: Playbrush


INDUSTRY: Health, Tech

WHAT: Press work, editorial visits, influencer relations, events, co-brandings, speakers for symposia and conferences


FROHE BOTSCHAFT: We reach more than 30 million people every year for Playbrush through PR measures alone – without any media budget (paid ads).

Playbrush transforms children’s toothbrushes via Bluetooth into a game controller for interactive fun, which also teaches kids the correct brushing technique. Since 2019 there is also a product for adults that rewards careful brushing.

Press work: Explaining the smart tools, including the app, and initiating tests and field reports is the central task of communication. Family and public media are included, as well as trade journals, business media, customer magazines, TV and radio. A selection:

Radio Interview mit Paul bei Antenne Salzburg

Radio Interview mit Matthäus bei NJoy Wien

Editorial visits: We visited publishing houses and editorial offices in Vienna, Munich and Hamburg – with the new Playbrush Smart One in our luggage. After testing and discussing oral hygiene, the foundation for in-depth reporting had been laid. Additionally, we provided a colorful goodie bag full of new and innovative family products for all participating journalists. For this, we partnered with brands such as Jean&Len, Xucker, Terrorists of Beauty, Proper Corn, Frau Ultrafrisch and many more…

Influencer Relations:

On Mom blogs and Instagram, Playbrush reaches young families at eye level. Among many others, we were able to gain Daniela Katzenberger as a testimonial and authentic user. On Facebook and Instagram, she shares her experience of brushing her daughter’s teeth, as well as how the various games work, with her followers. The campaign  worked so well that various online marketing specialist media such as OMR (Online Marketing Rockstars), as well as business media, reported on it – which, in addition to visibility and positive reporting, achieved further valuable backlinks and ideally describes the holistic approach of our media work.

Co-brandings: We initiate brand cooperations which the target group enjoys and are based on shared goals and values. For seasonal occasions such as the start of school, or motto days such as Dental Health Day, we initiate high-quality raffle cooperations and thus receive customized content for the social media channels. Further examples: The Family Hotels Austria use Playbrush for their reward program. In family magazines, Playbrush is successfully offered as a subscription bonus and is present on a full page in every magazine.

Events: We celebrated the 2-year anniversary of the Playbrush brand in a media-effective way with numerous influencers, VIPs and brand partners. The announcement of the event, the accompaniment and the follow-up reporting generated a lot of traffic.

Speakers for symposia & conferences: At exciting events for industry pioneers, founders and investors, Playbrush inventors talk about their idea, share their growth story and gain new contacts and visibility in the international start-up and venture capital community. Forums and events also result in nominations for awards or other initiatives. For example, Playbrush won the Pro7Sat1 Accelerator Program at Bits & Pretzels, which includes an advertising budget of 250,000 Euros.