An agile approach to lead a competitive market from day one Digital Services
INEOS has always been focused on the raw materials and products that society needs, from automotive to healthcare and much in-between. So, when the coronavirus pandemic drove a global shortage in medical-grade sanitising products, INEOS jumped into action. Within three months it had commissioned six new manufacturing plants in the UK, Germany, France and the USA, and built a production capacity able to supply one million bottles of hand sanitiser every month.
To support the initiative, the MTM Agency was given just 24 hours to develop a new, on-brand website to communicate the business’ ambitions and charitable endeavours. Within two-weeks, the initial build was then replaced with a flexible, scalable platform from which the INEOS Hygienics brand could support its commercial objectives, highlighting the brand’s unique proposition to a consumer audience. The brand website detailed the entirety of the consumer product portfolio and was created in four languages to cover major European and US markets.
Alongside its growing range of sanitiser products, the next stage in INEOS’ ambitious plans was to expand its offer further, designing an inimitable sanitiser dispenser that would feel equally at home in a luxury residence, a football stadium or a hospital.
For the dispenser product range that would sit alongside the brand website, with a consistent, on-brand look and feel and considered UX that spoke to both B2C and B2B audiences.
Both the INEOS Hygienics brand and dispensers’ e-commerce websites were developed on the headless Kentico Kontent CMS framework, with one account used for both, and giving editors an easy, single point of entry for all content requirements. Integrations with Stripe, a third-party payment service, and SAP, INEOS’ ERP management system were also both included from day one.
The site launch was supported by a national television and digital advertising campaign featuring Formula 1 champion, Lewis Hamilton, and successfully drove engaged traffic to the site immediately.
Understanding the site’s performance was another key deliverable, with comprehensive, goal-driven analytics used to understand user journeys and conversion rates, with the results directly informing the paid media strategy.
Sales of both the sanitiser and dispensers have exceeded expectations, with double-digit growth each month. The brand is now available across direct channels, as well as Amazon, Sainsburys and Ocado.
“Extremely quick, responsive and full of good ideas and solutions. Really try to understand and get to know the business, and its requests, to effectively deliver.”INEOS Hygienics Brand Manager