Weller Tools GmbH


Weller Online Marketing Campaign


Soldering Technology


International online marketing campaign spanning 3 phases, including strategy, set-up, content production, roll-out, reporting and re-marketing. Integration of the leading trade fair productronica as a real touchpoint.

The Task

Development of a 3-phase online marketing campaign aimed at increasing traffic and awareness on the website following the global website relaunch. Furthermore, the campaign aimed to generate leads for the flagship product – the WXsmart soldering station. As the campaign progressed, focus shifted to promoting the new RT Active soldering tips, smart tweezers and tools before transitioning to the third phase centered around activation for the Productronica 2023 trade fair. Here, Weller debuted its new claim #PowerfulTogether for the first time.

The Solution

A targeted online marketing strategy aimed at improving the interest and purchase intent of potential customers in the USA, Germany, France, and the UK by making it easy to find Weller’s relevant soldering solutions. Interested parties were encouraged to enter their contact details on the website so that they could be entered into the consultation or sales process via hubspot.

Additionally, the campaign aimed to increase brand and portfolio awareness and engage the potential customers. They were then to be directed to purchasing Weller soldering products through a distributor selected on the website in the USA, Germany, France, and the UK.

Online Marketing Campaign

Holistic campaign approach, including content production.

Reaching the goal in three phases

In phase 1 of the campaign, Weller was positioned as an innovation driver, highlighting the innovative WXsmart as the smartest, most connected, controllable, and safest soldering station in the world. Phase 2 portrayed Weller as a performance booster, supplying everything needed to make soldering more precise and enhance performance: RT active soldering tips, smart soldering tweezers and Weller Erem precision tools. Phase 3, centered around the leading trade fair Productonica 2023, positioned Weller as an "Extension of You", the right partner for the future of professional hand soldering. The focus of this phase was on the trade fair product highlights as well as the IPC Gold Sponsorship commitment at the World Hand Soldering Championships. Another focus point were other product highlights, such as the new Benchtop Filter Shield Pro and the new Automatic Tip Cleaner - further proof points for the new Weller claim #PowerfulTogether.

Phase Approach

3 phases - one goal: maximum campaign performance

Deep Dive Content for Lead Generation

Monitoring and Optimization

Continuous campaign tracking via a customized live dashboard, weekly regular calls and monthly reporting provided precise insights into campaign performance across all channels: LinkedIn, LinkedIn organic, Google Search & Display, YouTube and the respective landing pages. Close coordination with the client and continuous adjustments ensured that an optimized budget allocation, ultimately resulting in over 2 million impressions, over 38,000 clicks, and 704 downloads.

The Success Factors

Various key topics, including the trade fair, as well as an always-on Google SEA brand awareness campaign, were the main key factors for the success of the Weller online marketing campaign. The immediate implementation of key findings from the previous phase in the content and campaign set-up was then reflected in the numbers of the next phase. Additionally, there was a broad content and channel mix to ensure optimal visibility in all phases, and deep dive content for lead generation. The deep dive content was promoted again separately using remarketing ads, and the data from potential customers was fed directly into the CRM system via Hubspot lead forms for further processing and tracking. Seamless online storytelling from the advert, through the landing page content to the download, along with flexible budget allocation, ultimately led to optimal results.

Efficient Lead Generation Across Various Channels

6 months, 62 campaigns, over 900 leads. A project that was a pleasure right from the start and a result that we are more than satisfied with.

Clarissa Eibl

Digital Marketing Manager & Teamlead Education


Ready to TransFORM?

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Tamara Grünzweil
SPS MARKETING Linz | Stuttgart
Thomas Catulli
SPS MARKETING Linz | Stuttgart 

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