FINNISH COMMS AWARDS
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FINNISH COMMS AWARDS /
How PR Made Donut Global
on Land, at Sea, and in the Air
Donut Lab is transforming electric vehicle manufacturing by bringing the required components onto a single platform accessible to all manufacturers. As their strategic PR partner, our task was to launch this new technology company internationally.
A multi-phase launch and systematic communications effort resulted in 848 media hits with a potential reach of 8.7 billion. Donut Lab’s business grew 30x, and hundreds of inbound inquiries came from industry players around the world immediately after launch.
BACKGROUND
Donut Lab informally known as “Donut” is a new technology company aiming to revolutionize global electric mobility. Its promise is disruptive: a modular technology platform that makes EV development and manufacturing faster, more cost-efficient, and more scalable across land, sea, and air.
The company promised up to 95% resource savings and development timelines reduced from years to months. Vehicles built using Donut Lab’s technology would also deliver exceptional performance.
Despite its groundbreaking technology and huge potential, Donut Lab was completely unknown at launch in November 2024. It had no existing customer base or established brand in global markets. Even with significant innovations, such as the world’s most powerful electric motor, it needed to quickly build credibility and trust in a highly competitive industry.
Success depended on rapidly creating global visibility and generating genuine interest among major industry players. Communications needed not only to introduce Donut Lab but also to convincingly demonstrate the technology’s disruptive potential and tangible benefits driving immediate demand, partnership discussions, and investor interest from day one.
OBJECTIVES
Build strong international brand awareness and position Donut Lab as an innovator in electric mobility.
Earn broad and positive international media coverage and spark global media and industry interest in Donut Lab’s technology.
Generate concrete business opportunities and demand.
Strengthen credibility and attractiveness among partners and investors.
LUOVA IDEA
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LUOVA IDEA /
The core of the PR strategy was to place Donut Lab on global stages at the right time and execute systematic international media outreach.
The company’s vision was unveiled at Slush 2024, followed by the launch of its electric motor family at CES 2025. These global platforms maximized visibility and credibility, further reinforced by partnership announcements and strategic hires such as Risto Siilasmaa joining in a board role.
We led Donut Lab’s global communications and PR from the very beginning, building a comprehensive international strategy centered on high-impact moments and continuous media engagement.
The communications timeline was carefully structured in phases:
Phase 1: Company launch and vision at Slush 2024
Phase 2: Product innovation reveal (world’s most powerful electric motor family) at CES 2025
Each announcement and communication activity was designed to build a cohesive image of Donut Lab as a credible, innovative, and globally relevant B2B player. Our ongoing work included press releases and active media pitching,m edia invitations and interview coordination at events, global media relations, LinkedIn content production and media training for spokespeople.
We also amplified visibility through partnership announcements and strategic hires, strengthening both credibility and network effects.
Results
848 media hits
8 744 937 912 potential audience reach
30 694 982 € AVE
(Source: Cision, Nov 21, 2024 – May 31, 2025)
Donut Lab’s story broke through globally across key markets and top-tier media, including:
Forbes
El Español
Mundo Deportivo
Wired Italy
Auto Bild
New Atlas
Fast Company
Tekniikan Maailma
CNET
BBC Top Gear
Within six months, the campaign delivered massive visibility and tangible business impact. Demand surged, leading to 30x business growth, with inbound inquiries from hundreds of companies worldwide, including major vehicle manufacturers.
The results demonstrated that the right messaging and a structured, multi-phase PR approach can generate not just awareness but real business outcomes and market confidence in a disruptive innovation.
“Our collaboration has been instrumental from the very beginning of Donut Lab’s founding and launch. Together with the agency, we built a strong plan that enabled us to execute communications effectively across our key markets.
Their expertise and deep understanding of our industry helped us communicate complex technology clearly and convincingly sparking interest among both media and industry players. Together, we’ve built a brand that not only showcases our technological achievements but also creates a vision for a new era of electric mobility.
In the first months, we achieved extensive media visibility across Europe and the US and reached key B2B audiences. The product launch at CES exceeded all expectations: demand multiplied, and we received hundreds of inquiries from vehicle manufacturers worldwide, including major OEMs.
Even nine months after launch, we continue to see its impact, with a steady flow of new inbound leads driven by CES and media visibility. This collaboration clearly shows how innovative products and the right communications strategy support each other in conquering global markets.”
– Lauri Laukkanen, CMO, Donut Lab