Kati Ernst from ooia

Building a lovebrand and how PR is used as a marketing channel in the process

An emotional story can be built around every product. All that is needed is to find topics that occupy a large number of people. Ooia, the Female Centric Company founded by Kati Ernst, sells period underwear and is dedicated to different stories around gender justice that match the product. Together with her co-founder, Kati has created a love brand with a loyal community. They have mainly used Instagram and PR for this. How should these channels be used by a D2C brand to build a community and gain its trust? What should the communication look like in order to reach people who do not yet know the brand? And how can press work in-house without an agency? Kati explains this in conversation with Johannes and Romy.

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