An industry leader in cleaning & hygiene solutions hired Union to overhaul their global website & increase the reach of their products. See the results.

Diversey | Digital Experience & Campaign Case Study | Union

Diversey Case Study

Coming off an extensive rebrand, an industry leader in cleaning and hygiene solutions recognized a need to reimagine their global website and drive traffic to its wide range of products. Union’s Experiences and Campaigns teams were brought in to help realize both, offering expert strategy, creative and analytics to elevate the brand’s digital presence.

Let's Live

Diversey

After a comprehensive round of stakeholder interviews it was decided that a more product-oriented approach, that directly spoke to the operational needs of audiences, should to be developed. With a confusing information architecture, the current website was also diminishing users' experience. Additionally, the website lacked localization and personalization to address specific regions, industries and audiences, not functioning as a lead-generation tool to facilitate engagement or sales.

Discovery Leads the Way

Strategy

Data & Brand Strategy

Performance Media

Services

With products and offices spread across the world, Diversey has a 95-year history of developing cleaning technologies that save lives. From healthcare to retail, hospitality to facility management, Diversey isn’t limited to one industry or vertical. However, the brand’s messaging and presence was spread across a multitude of regional and country-specific websites, rendering their global experience dissonant and complicated. 
 
Having an existing partnership with Diversey, the brand looked to Union to strategize and design a website that would fix this disjointed user experience and refresh messaging to reach individual audiences. These efforts would be in unison with our Campaigns team’s goal of creating a more effective shopping experience without a single dedicated ecommerce platform.

Sustainable 
Solutions

Background

The wireframes reflected the content needs identified in the discovery phase and served as a point of reference for Diversey’s internal development team. Our designers created a layout that allowed for customization for each desired location and target audience, leaving room for infographics, video, case studies and testimonials in place of generic images.

Anything But Generic

Wireframes

A global brand with a massive inventory of products and content required a high degree of mindfulness. Our team chose an atomic design system with a library of components that could be recycled throughout the website. We also configured a search bar in the center of every webpage to meet unaddressed needs, suddenly making a massive website more accessible and navigable.

Search at the Center

Designing a System

Starting in 2017, Union began running campaigns for the North American “Prosumer” division of Diversey, which included more than 20 brands of consumer-facing product lines. These campaigns leveraged tactics including paid search, display, paid social and sponsored content. For each asset, we aligned creative and messaging accordingly to speak to each persona’s unique challenges and needs.

Uniting the Divisions

Campaigns

Consolidating and streamlining information from around the world, the new Diversey website brought the cohesion and consistency that the brand needed and its customers wanted. With functionality that empowered visitors to learn more about products and how they relate to specific industries and verticals, the new experience could assist the brand’s sales and marketing teams instead of hindering them. Supported by Union’s Campaigns team, Diversey was able to drive greater brand awareness, increase qualified traffic and "Buy Now" clicks at major points of purchases.