PIA Nordpol+, a PIA Media brand, was commissioned to develop the strategy for Liebherr’s TikTok channel (@liebherr_group), focusing on product-focused content, educational formats, and current social trends. The channel launched in summer 2024 and has gained more than 21,000 followers since the end of June.
The technology company is an outstanding example of the implementation of a modern communication strategy to increase brand awareness, especially among a young target audience. The Liebherr brand encompasses many very different product categories, and the mix of topics on the central TikTok channel is correspondingly diverse.
Awakening enthusiasm for technology among all age groups is a central pillar of Liebherr’s corporate communications. When asked, “Where can we effectively reach young people?” the answer was quickly found: the video community TikTok.
PIA Nordpol+, a PIA Media brand, supports Liebherr as a creative hub and strong partner with consulting expertise. The complex product world was reconstructed and integrated into a multifaceted content strategy. The Hamburg-based agency is also responsible for the implementation of individual assets, such as the entire launch communication, product-related content, and content that appeals to potential trainees, as well as featuring employees from all areas and functions at Liebherr.
In addition to sustainably strengthening brand awareness, the group is positioning itself as an attractive employer. Therefore, TikTok not only showcases cranes, earthmoving equipment, components, and refrigerators; the presentation of individual training and job opportunities also plays an important role. The integration of trainees and employees enables authentic, eye-to-eye communication with the target audience. Visitors to the channel will encounter a good mix of entertainment and infotainment.
“We really enjoy working with Liebherr’s social media team. The people there are enthusiastic and, above all, courageous enough to try new things and continuously develop the still young channel. This gives our creative department freedom in implementation and leads to convincing results,” says Jennifer Böckle, Senior Social Media Manager at PIA Media.
