INEOS Hygienics

Background

INEOS is a global leader in chemicals, with 194 manufacturing facilities in 29 countries throughout the world. Their products touch every aspect of modern-day life, from providing chlorine for clean water to materials for cleaner technology.

In March 2020, INEOS announced they would build six manufacturing plants in the UK, Europe, and the USA in less than ten days each, with the intention of delivering millions of bottles of hand sanitizer to thousands of hospitals free of charge.

The Challenge

The MTM Agency was selected and given just 24 hours to deliver an on-brand site that would communicate the company’s offer to supply thousands of hospitals across the world with their hand sanitizers free of charge. Within two weeks, the initial solution was replaced with a flexible, scalable platform that enabled the INEOS Hygienics brand to showcase their entire product portfolio to the general public. In addition to that, the website had to be created in four languages to cover major European and US markets.

The Solution

Working to meet another challenging deadline, MTM created the design for a multilingual brand site and a separate e-commerce site that would appeal to both B2B and B2C audiences. They developed the INEOS Hygienics brand and e-commerce websites on Kontent.ai. Using one account for both gave content editors an easy, single point of entry for all their content requirements.

The final solution allows the content team to easily create dedicated campaign landing pages, optimize their site for SEO, and integrate with popular third-party tools and services. Integrations with Stripe, a third-party payment service, and SAP, INEOS’s ERP management system, were included from day one.

Another key objective was understanding and optimizing the site’s performance. Data from goal-driven analytics are now used to explore user journeys and maximize conversion rates, with the results directly affecting the paid media strategy.

Results

The site launch was supported by national television and a digital advertising campaign that featured Formula 1 seven-time world champion, Sir Lewis Hamilton, and immediately drove engaged traffic to the site.

After easing the shortage of hand sanitizer for nurses and front-line workers, INEOS Hygienics turned its focus to the public and began supplying hospital-grade products to the public through their new e-commerce site and also through retail outlets. The brand’s products are now available across direct channels as well as on Amazon, Sainsbury’s, and Ocado. Sales of both the sanitizer and dispensers have exceeded expectations, with double-digit growth each month.