Case study

Plastex: Manufacturers of cutting-edge matting and flooring

Since 2017, we’ve been the content and digital marketing lead for one of the US and UK’s biggest manufacturers of protective matting and flooring

The background

Founded in 1963 with headquarters in the UK and US, Plastex design and manufacture cutting-edge matting and flooring that helps keep people and surfaces safe.

When we started to work together in late 2017, they had a disorganised digital footprint, no digital strategy and a poorly designed website that didn’t reflect their quality products, breadth of experience, or authority in the industry.

What we did

We started by aligning their leadership through the co-creation of a shared digital vision, which we developed through stakeholder interviews, user interviews and workshops with employees. Once we’d identified that sweet spot that intersects what the organisation wanted to communicate and what their audience needed, we developed a communications strategy that culminated in a three year roadmap. 

Phase 1 of the roadmap, which was completed in mid 2018, included a refreshed logo and branding, TOV guidelines, a new website with three language offerings, a suite of case studies, a YouTube channel with a suite of videos (which we did the script development for), and a newsletter strategy. 

In late 2018, we were appointed content and digital marketing lead, and now work with Plastex on a retainer basis to manage, develop and run all of their campaigns and content across the website, social, paid advertising and print. We also built a bespoke measurement dashboard, and provided training for their marketing team so that it could become an in-house tool. 

In 2019, we launched a new design for the site, revamped contact forms across on the site optimised 82 product pages, saw video views, average watch time and total watch time increase, and published a steady stream of content to LinkedIn, which resulted in a 35% increase in followers. 

In 2020, we helped the business pivot during the pandemic by launching a campaign to promote new social distancing products, launched sample cart functionality across the site, launched a French site and a Canadian site, resulting in a 239% increase in users coming to the site from France and 22% increase in users coming to the site from Canada in compared to the previous year, and implemented newsletter signup touchpoints across the site, resulting in a 45% increase in signups from the previous year.

The impact

Along with a great deal of intangible impact, like enabling the entire team at Plastex with digital tools and insight, there are also some hard numbers that we’re incredibly proud of.

In 2020:

  • Our SEO work resulted in a 33% increase in organic search clicks to the US site and a 15% increase in the UK YOY
  • We saw an 83% increase in sessions on the site from newsletters year-on-year
  • We published a steady stream of content to LinkedIn, which resulted in a 23% increase in followers to the channel and an average engagement rate of 5.58% up from 3.37% in the previous year

What Plastex says

“When you work with Lizzie and Vanessa, you get the ‘smarts’ of a large agency. A level of thoroughness that’s the trademark of two people who’ve worked with global clients and on complicated briefs. But you’ll also get something truly personal, and a commitment to really understanding your business and what you need.”

— Gemma O’Sullivan, general manager, Plastex

Enjoy the slice