Positioning sixty years of German engineering for the U.S. market.
A German engineering house, unknown to U.S. buyers.
Woerner Automatisierungstechnik was founded in 1965 by Helmut Woerner as a small metal workshop in Denkendorf, Germany. Sixty years later it’s one of Europe’s leading manufacturers of stopping and positioning modules — the stoppers, dampers and index cylinders that keep automation lines on schedule. The company had already opened a U.S. subsidiary, Woerner Automation, Inc., but its LinkedIn presence, social content and email marketing still read like they were built for a German engineering audience, not the American buyers the new office needed to reach.
We were brought on to run that side of the business outright — not a single campaign, but the ongoing concept, design and execution of LinkedIn, social campaigns and email marketing — while carrying two milestones at once: the company’s 60th anniversary and the launch of its first electric index cylinder.
Stoppers built to be seen in motion.
The PND Series covers a range of stopper and damper models, each engineered for a specific stroke, load and mounting profile. We built the campaign concept around short product animations for the line so the mechanics — not just the spec sheet — could carry the story on LinkedIn and in email.
One black-and-yellow system, built to run every week.
We anchored the content in Woerner’s existing black-and-yellow palette and pushed it harder — bold enough to stop a scroll, disciplined enough to still read like precision engineering. The PND Series wordmark became the fixed point every LinkedIn post, email and campaign visual reads off of.
Quotes from the people who run the line.
Rather than lead every post with specs, the LinkedIn series is built around short, plainspoken quotes from the operators and engineers who actually use the equipment — “keeps our line flowing precisely,” “keeps our automation on point every time” — paired with straight product photography inside a repeatable yellow card. The same format carries over into the email campaigns, so subscribers see the same voice they follow on LinkedIn.
The testimonial format also carries the news of Woerner Automation, Inc.’s U.S. presence, so the market-entry story reads as a customer testimonial first and a press release second.
Concept, design and execution — every week.
The same team also supports Woerner on-site at Automate in Chicago — North America’s largest robotics and automation trade show — carrying the social and campaign system through to the booth itself.
- LinkedIn content & management
- Social media campaigns
- Email marketing
- Testimonial content series
- 60th-anniversary campaign
- Black Friday promotion
- Automate trade show support — Chicago
