How a pop-up community helped Kindoh launch in Germany

Looks at how Kindoh used a pop-up community to gather insights about the German diaper market as well as test and rate its own product.

The brand

Kindoh is a child care brand, the name being a composite of the German for child and the global expression of surprise. And ‘oh!’ is the reaction when you learn that it actually began by selling its German-manufactured diapers in South Korea in 2016 and only launched in Germany itself in 2019.

It rapidly built market share and brand reputation in the South Korean market using influencer marketing and celebrity endorsement, explained Vanessa Träger, product manager at Kindoh, at Qual360 Europe (Berlin, February 2020), a qualitative research conference organised by Merlien Institute.

“Another specific thing is that we...

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