ELEVATING BRAND PRESENCE and breaking into new markets FOR A PLANT-BASED antibacterial enterprise

The brief

Creating opportunities to position a B2C brand and reach new audiences

INEOS Hygienics’ range of premium household and personal hygiene products was launched to support the NHS with sanitiser solutions during the COVID-19 pandemic. Since then, INEOS Hygienics has grown exponentially to become an established household name, providing millions of customers with science-backed, performance-led antibacterial products around the world.

MTM delivered its brand development and e-commerce website launch in 2020, since then, the agency has supported INEOS Hygienics to showcase its brand progression since its initial launch, to help prepare for new growth in new markets within the health and performance industry.

Create

Providing a health-first brand that appeals to a B2C market

Insight and audience analysis, steered the development of new strategies to enable INEOS Hygienics to reach new markets and develop positive audience perceptions around the brand. 

The challenge was to build consumer-focused awareness, as well as support the development of appropriate associations that we could build on over time. This change also needed to capitalise on the increased interest in elite health, and communicate a focus on ‘being your best self’.

Create

A multi-faceted approach

In the short term, we implemented an SEO strategy to rapidly enhance the performance of the existing website. This involved optimising content, improving technical SEO aspects, and increasing organic search rankings.

At the same time, we developed a comprehensive strategy for designing and developing a new website to support ERS's long-term goals. We crafted a migration plan to seamlessly transition from the old site to the new one, redirecting pages using SEO best practices and optimised URLs to retain and improve search rankings.

Enhancing the website design

First impressions are crucial so we focused on creating a modern, user-friendly website that reflected ERS's professionalism and expertise. We revamped the site's aesthetics with a vibrant layout and intuitive navigation, making it easier for visitors to find the information they needed. Engaging brand elements and clear calls to action were integrated to foster a stronger connection with users and encourage them to explore ERS's services further.

In developing the new website, we conducted an in-depth analysis of the existing site's performance. Pages performing well for target keywords were retained to maintain their success. For underperforming pages, we researched competitors excelling in our target keywords to understand what they were doing effectively. 

We analysed their content, page structure, and identified opportunities where we could offer something superior. Using these insights, we enhanced content to not only match but surpass ERS’ competitors, ensuring the business stood out in search results.

Deliver

Breaking stereotypes and focusing on performance

MTM worked with the INEOS Hygienics team to develop an integrated campaign programme that would provide greater resonance with new audiences, demonstrating its vision and values. Our approach explored various tactics around sharing the brand’s re-evaluated identity to its evolving target market, focusing on the ‘power of people’ and the idea of ‘perception vs reality’ in sports science.

A key component of the campaign was supporting the digital delivery of the new ‘Go Humans Academy’ initiative. Created to support the UK’s youth with exclusive content around the latest research in mental and physiological fitness, neurobiology, and emotional health thinking, the initiative offers a series of slickly produced digital masterclasses, hosted by industry experts to promote self-care, wellbeing, fitness, and creativity.

The digital solutions MTM created help reinforce INEOS Hygienics’ positioning as a leader in holistic wellness and hygiene, boosting its visibility and appeal, and underpinning its core values and vision in an authentic and tangible way.