For over 175 years, Märklin has stood for precision craftsmanship, childhood wonder, and the enduring magic of model railways. To connect this legacy with a new generation of enthusiasts, and to re-engage loyal fans, Märklin partnered with KlickPiloten GmbH for the annual Winterkampagne, a seasonal performance marketing campaign spanning Germany, Austria, Switzerland, and the Netherlands.
Rather than relying solely on polished brand films, KlickPiloten placed authentic voices at the heart of the campaign. Real Märklin fans, captured in UGC-style short videos, brought the brand’s passion to life on TikTok, Meta, and YouTube. Community members did more than watch. They engaged, debated, and defended the brand they love.
The team understood that a seasonal voucher registration is a micro-commitment that requires macro trust. By combining emotional upper-funnel video content with frictionless Meta Lead Gen Forms, the campaign guided users from inspiration to action without asking them to leave their platform of choice.
The campaign delivered 13,684 unique registrations and 10,018 total leads at a record-low cost per lead of €8.75, all achieved with 12% less budget than the prior year.
