Digital PR Case Study: Umfrage

Bosch – The Crafts Survey 2025

Digital PR Case Study

How Bosch OfficeOn reached nearly all trade media outlets

How Bosch OfficeOn positioned itself as a trusted data source in the crafts industry with a survey.

With innovative solutions and a deep understanding of tradespeople’s needs, Bosch Power Tools positions itself as a leading provider in the industry. The Bosch OfficeOn crafts software enables trade businesses to effectively manage their orders, budgets, and customers.

The goal of the digital PR campaign between Bosch Power Tools and the digital PR agency Claneo was to increase online visibility, generate organic topic-relevant backlinks, and strengthen brand presence in trade-relevant media. This would raise brand awareness among trade media professionals while reaching potential customers where they seek information about industry topics

Client

Bosch OfficeOn

Industry

Crafts sector

Website

bosch-officeon.com

PR-Format

Survey

The Challenge

The challenge was to identify a topic that both has news value for the crafts industry and fits the Bosch Power Tools brand with its software solution Bosch OfficeOn. The created content must be novel and create news value that convinces media professionals from the industry in the first step. Only then can the content be picked up in trade magazines and editorially prepared for the readership, i.e., people from the crafts sector.

The Solution

To create novel data with news value, representative surveys have proven effective. We surveyed 1,008 people representatively for Germany using the market research tool Appinio. To ensure the survey’s relevance, we focused on:

Selection of a representative survey group to obtain a broad picture of opinions
Coverage of industry-relevant topics such as skilled labor shortage, succession problems, digitalization, and sustainability
Supplementing in-depth industry questions with more general questions, for example, about overall satisfaction with the crafts sector
Regional and age-specific analysis of the results

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The Implementation

As part of the campaign, we created an ad-free landing page (without CTA buttons or promotional messaging), comprehensively presenting all survey results with explanatory content. The results were additionally visualized through appealing graphics and press releases. A special focus of the PR work was on targeted outreach to trade media to effectively disseminate the publication of the survey results. The tone and perspective were specifically adapted to the industry during communication.

Landingpage of the Digital PR-Campaign

The Results

The crafts survey generated 27 clippings with 17 backlinks in industry-relevant media such as trade magazines and online portals. The nearly complete media coverage within the crafts industry demonstrated the interest and the right choice of questions and topics within the survey, as well as the correct selection of addressed media. Additionally, a dofollow backlink on horizont.net achieved cross-industry success.

27

Clippings

17

Backlinks

15

Dofollow-Backlinks

4

Social Media

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About Bosch Power Tools

Bosch Power Tools is a leading provider of power tools and solutions for the trades. With a clear focus on innovation and customer proximity, Bosch Power Tools offers products and services that meet the requirements of the modern crafts industry. The OfficeOn crafts software is an example of Bosch Power Tools’ commitment to making craftspeople’s lives easier and advancing the digitalization of the industry. Bosch Power Tools is part of the Bosch Group, a globally leading technology and services company.

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