Ziehl-Abegg: On the podium with TikTok

by | Oct 26, 2020 | Corporates & Start-ups, Education, In BaWü

Translated from Pressemittelung:  Auf dem Siegertreppchen mit TikTok 

Ziehl-Abegg successful at the German Prize for Online Communication

The German Prize for Online Communication (DPOK) honours outstanding digital projects throughout Germany: The Künzelsau-based industrial company Ziehl-Abegg has reached the finals in the category “TikTok Campaign of the Year”. “Standing on the ‘podium’ together with Mercedes-Benz and Otto is truly something to be proud of,” says CEO Peter Fenkl.

Ziehl-Abegg has been active with TikTok since June this year: employees dance, play sketches and sing playback. Since the company only sells electric motors and fans to industrial customers and not to private individuals, this commitment is still completely unusual in the industry. “It is not about sales promotion,” explains Fenkl. Rather, the TikTok channel makes it possible for Ziehl-Abegg to present itself to a wide audience as a likeable company.

A core team around Rebecca Amlung and Sophie Grill addresses several employees from different areas of the company, depending on the film. Short film sequences are shot together, which are then loaded onto TikTok. The success is impressive: Within a few weeks, the films of Ziehl-Abegg have been accessed several million times. But the focus is not only on pure coverage. “We already want to produce an appropriate level of quality,” emphasises Amlung.

The films are only a few seconds long – and entertaining or funny. “Since everyone has a different sense of humour, the range is very wide,” explains Amlung. It is quite normal, he says, that not everyone can laugh about every clip. At any rate, the magazine for eBusiness and digitisation t3n writes: “Manufacturers of fans and ventilation technology are unsexy for the younger generation? Not if the traditional company Ziehl-Abegg has its way. They too have a Tiktok channel that hits the nerve of Generation Z. The company provides an insight into the day-to-day work of the company and also presents itself as an attractive employer for the next generation in the face of the shortage of skilled workers”.

At the DPOK, the Klinikum Dortmund took first place in the category TikTok Campaign of the Year. Second place was shared jointly by Otto, Volksbank Mittelhessen, Mercedes-Benz and Ziehl-Abegg.