In September 2023, Magrini approached us with a challenge familiar to many B2B equipment manufacturers: exceptional products struggling to cut through digital noise. Despite offering Italian-engineered coffee equipment with innovative features like self-tamping technology and the revolutionary Milkbase automated milk system, their social media presence wasn’t reflecting their market position.
With engagement averaging just 9 interactions per post and videos barely reaching 50-100 views, Magrini’s content wasn’t connecting with the coffee shop owners, hospitality managers, and baristas who needed their solutions. Their superior customer service, craftsmanship, and genuinely innovative technology weren’t translating into brand awareness or meaningful leads.
We implemented a strategic multi-platform approach tailored to each audience and platform behaviour, recognising that coffee shop owners on LinkedIn require different messaging than baristas on TikTok.
We leveraged Magrini’s Sales Manager’s profile to build credibility and recognisability through objection-handling content. By addressing real concerns like “automated milk can’t do latte art” and “it won’t be hot enough,” we positioned him as a trusted industry expert who understands operator challenges. This personal brand authority then amplified the company page, where we created educational content about products, features, and the businesses they serve.
We focused on brand awareness through strategically edited clips with strong visual and verbal hooks designed to stop the scroll immediately. Product demonstrations weren’t just feature lists, they were solutions to real pain points baristas and managers face daily. From self-tamping consistency during the December rush to Milkbase handling 500+ drinks without slowdown, every piece of content connected product capability to operator reality.
We ensured content remained timely and urgent by aligning with seasonal pressures. December Christmas market survival content, equipment stress-testing during peak periods, and New Year planning posts created immediate relevance that generic product marketing couldn’t match.
Unlike traditional equipment marketing that focuses on specifications, we created content that solved pain points. We didn’t just show what Magrini products do – we showed why baristas and hospitality managers desperately need them when equipment failure could cost thousands in lost revenue.
The impact was transformative across every platform. Magrini achieved 1.5+ million views and over 31,000 engagements, with standout posts reaching 75,000 views on Instagram and 70,000 views on TikTok. On Instagram and TikTok, brand recognition among baristas and coffee professionals skyrocketed, transforming Magrini from relatively unknown to a recognisable industry name. On LinkedIn, the Sales Manager’s personal brand became a powerful lead generation asset, driving increased demo bookings and qualified sales inquiries. Beyond the impressive metrics, the content strategy delivered genuine business impact: Magrini’s digital presence now reflects the quality and innovation their products have always offered, connecting them with the coffee shop owners, hospitality managers, and baristas who need their solutions most.
