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10.12.2025

How Storytel Put Our Secret-Keeping Skills to the Test

After one mysterious email, a small project evolved into a six-month operation that culminated in Storytel’s arrival in Estonia.
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10.12.2025

How Storytel Put Our Secret-Keeping Skills to the Test

How good are you at keeping secrets?

In the PR world, it’s something you need to do quite a lot — and for major launches, often for quite a long time.

One spring day in May, a brief and mysterious email about audiobooks landed in the inbox of our Marketing Communications Lead, Triin. It came from our northern neighbours, accompanied by a recommendation from a long-time client.

What first appeared to be a small project revealed its true scale only after we signed the NDA. From that moment, a six-month preparation sprint began: market mapping, an overview of Estonian podcasts and creators, an in-depth influencer analysis, and the development of recommendations for a campaign face and brand ambassadors — complete with detailed profiles and metrics.

The biggest challenge? How to tell influencers about the most exciting project in the world… without actually being allowed to tell them anything before they signed. Yet we still had to secure their initial “yes”. Let’s just say: creative methods were required.

Once the research was done and our campaign face and ambassadors were chosen, it was time to plan the launch event. Our event lead, Triin, knew immediately that it had to take place somewhere special and surprising — a location that resonated with the world of books and stories.

A visit to KOOS gallery aligned all the stars. As a bonus, the seven-metre ceilings of its main hall promised to impress even the most event-seasoned influencers.

On 29 October, we were finally able to reveal the secret we had been keeping for half a year: “Storytel is in Estonia!”

To celebrate the arrival of this Sweden-born audio and e-book platform — now active in more than 25 countries — we invited publishers, narrators, influencers and media to the gallery.

To immerse guests even deeper into the world of audiobooks and their impact, we invited neuroencoding specialist and brain-health coach Evely Raudmets to speak about how listening affects the brain and how new habits are formed.

In the centre of the gallery, we set up a cosy listening corner where guests could dive into the world of stories using the orange noise-cancelling headphones familiar from Storytel’s ads (featuring Saara Pius).

And if you’re wondering whether Estonia really needs another audiobook platform — yes, there are several already, but none quite like Storytel. The platform offers over 700,000 audio and e-books in Estonian, English, Finnish and Russian. At launch, listeners already had access to more than 1,000 Estonian-language audiobooks, with new titles added every week. And the best part? For a single monthly fee, you can listen without any limits.

We don’t know about you — but for us, orange will forever mean one thing: it’s time to listen to audiobooks.

See the event gallery here!


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