CWS Workwear case

We don’t create campaigns, but systems that work. Long-term.

Identifying the challenge

During the marketing communications transformation of CWS Workwear Hungary, our goal was to develop a long-term strategy that would work for both brand building and lead generation. The challenge was complex: how to communicate a B2B service provider in a way that was authentic, personable and yet commercially effective? CWS was not a new brand in the market, but the spectrum of localised solutions was important.

Why was it worth starting?

The CWS philosophy of “human service provider” is close to the BEMIND philosophy. A personal, responsible, caring brand image is not just a matter of communication, it is an attitude. This community of values has become the basis of our joint work. We wanted to build marketing that works in the long term, driven not just by selling but by understanding.

CWS does not believe in short-term services based on price competition. It opposes the “workwear = disposable tool” mindset. It does not support cheap but worthless solutions that are unsustainable from either a human or environmental perspective.

A kérdések, amik mentén gondolkodtunk.

How can we humanise the CWS brand while maintaining the international structure? How can a B2B brand convey confidence and character, not just function? What content will help the market understand the benefits of the service, for example, that workwear rental is not only more convenient but also more sustainable? These are the questions on which we built the whole strategy. A content-driven communication system adapted for Hungary.

The solution and collaboration

We began by conducting brand interviews and strategic workshops to get a clear picture of local goals and international guidelines. Then we performed target‑group and competitor analyses, and on this basis, we built the brand and content strategy. In practice, we:

  • Adapted the brand strategy and content marketing strategy for Hungary.
  • Updated the PPC campaign structure and social‑media strategy.
  • Developed educational content (blog, social media, newsletters).
  • Provided UX/UI advice and unified the visual concept.
  • Wrote SEO‑optimised copy and optimised for conversions.
  • Planned and managed lead‑generation campaigns.
  • Carried out continuous performance monitoring and A/B testing.

Campaigns are designed to meet local needs while maintaining international consistency. In this way, CWS Workwear communications are relevant in the domestic market, yet aligned with international brand values.

Results and impact

A content-driven approach delivers results. Blog articles, social content and targeted advertising have increased the number of inbound leads. Feedback from the sales team is that contact has become easier and more natural because prospects have already been exposed to the brand and understand the value and services of CWS. The campaigns have brought a new focus to the workwear service, which has become a brand reinforcement communication in its own right. The “Hungarian CWS WORKWEAR” started to build a human, relevant, sustainable brand.