For several years, W4 has regularly worked for Heberlein, one of the world's leading suppliers of air-entangling and air-bubble texturising nozzles for synthetic continuous filament yarns. Since 2023, W4's APAC team has also been entrusted with driving the successful expansion in China.

The challenge: lack of resources and complex approval processes

As there is no dedicated marketing specialist at Heberlein's Chinese branch, topics such as content strategy, creation, and publication were not prioritised.

Thanks to its own Chinese offices, W4 is experienced in the APAC region, knows the local peculiarities, and quickly puts together a team of experts to tackle the challenge with a strategic mindset. The aim was to clean up Heberlein's WeChat account, develop a content strategy that would appeal to both the local branch and the European headquarters, and implement it as quickly as possible with smart, efficient processes.

The solution: a takeover of WeChat marketing for Heberlein

As the basis for the takeover of WeChat Marketing, W4 analysed the existing account, cleaned it up, and defined a new strategy. Now, the APAC team takes care of planning, supports in creating texts and graphics, as well as publishing, relieving Heberlein's marketing team.
W4 maintains an overview of the account's key figures and prepares regular reports.

W4 thus bridges the gap between the European headquarters and the Chinese subsidiary by involving both sides in the approval process. Also, the complex approval process and the long communication channels were optimised.

The results: higher engagement and an increase in followers

In addition to simpler and faster communication and optimised processes, W4's team of experts was able to increase engagement on Heberlein's WeChat account by 400% and achieved a follower growth of almost 30%. Considering the niche industry Heberlein operates in, these are numbers we can look back on with optimism.

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