Case Study: TAWI

TAWI, a leading provider of smart lifting solutions (including vacuum lifters, hoists, cranes and mobile lifters), was seeking a B2B marketing partner that could act as a strategic bridge between its teams in the US and Sweden. The company needed external expertise to analyse existing marketing activity, develop insights and deliver a joined-up approach that would align seamlessly with their internal teams. This is when TAWI approached the team at Move Marketing.

Stronger global alignment between US and Sweden marketing teams

Clearer sector positioning with tailored campaigns for priority industries

Elevated brand presence through unified awareness and consistent assets

The Brief

The initial brief focused on developing a campaign targeting the logistics industry, starting with strategic development and followed by creative asset production. Following the campaign’s success, TAWI extended the partnership to support multiple new campaigns and broader brand initiatives. These included industry-specific campaigns for the food and beverage and airport sectors, as well as a wider brand awareness campaign that would elevate the company’s presence in the market.

Additionally, help was needed with content and video production to tell compelling stories through case studies and thought leadership tailored to each campaign.

The Solution

Our work with TAWI began with a deep audit of the company’s marketing landscape. For each campaign, we created a tailored strategy rooted in our ‘8 Moves of B2B’ framework—designed to uncover opportunities, develop clear messaging, and create engaging, high-impact campaigns.

Each industry-targeted campaign began with a distinct creative concept, including a bespoke strapline, campaign messaging, and a refined visual identity. We then built out a full content and activation plan, which was implemented by the TAWI team. These campaigns used an inbound marketing approach to attract and convert highly relevant leads.

To drive visibility and engagement, we developed dedicated SEO-optimised pillar pages for each campaign, paired with a high-value hero asset designed to generate Information Seeking Leads (ISLs). This was supported by blog content to create momentum and maximise reach across key channels.

We also produced a suite of campaign-supporting videos, ranging from customer case studies to thought leadership content. Our team managed the full video production process—from scripting and storyboarding through to filming on location and final post-production.

For the broader brand awareness campaign, we developed a unifying concept that clearly communicated the TAWI value proposition. This was supported by always-on content, including videos, social assets, and refreshed marketing collateral, to maintain a consistent presence and ensure sales and marketing teams had the tools they needed to amplify the brand across all touchpoints.

The Results

Over a period of 18 months the sector-specific campaigns, spanning logistics, food & beverage and airports, have enabled TAWI to speak directly to customer challenges in each industry, driving stronger resonance and credibility. At the same time, a unifying brand awareness campaign has reinforced TAWI’s position as a global leader in smart lifting solutions, strengthening its visibility and impact in the market.

With a growing library of high-quality videos, case studies and thought leadership content, TAWI is equipped with the tools to showcase customer success stories and demonstrate expertise across all touchpoints. These assets not only fuel ongoing campaigns but also provide sales and marketing teams with a consistent, on-brand toolkit to engage prospects more effectively.

Ultimately, the partnership has created a scalable foundation for long-term growth. With sector-relevant messaging, clear value propositions and empowered internal teams, TAWI is now better positioned to generate leads, enhance market presence and continue expanding its influence globally.

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