Client
INEOS Hygenics
INEOS Limitless
Services
Earned Media Relations
Social & Digital
Studio
INEOS Hygienics is committed to revolutionising daily hygiene practices worldwide. Initially focused on providing medical-grade gels and cleansers to hospitals, INEOS is extending that same high-quality protection to the public, aiming to empower everyone to combat viruses and bacteria with confidence.
Overview
We began working with INEOS in 2020 to support the launch of the INEOS Sanitiser Dispenser. Over two years, this relationship evolved into a fully integrated partnership across content, design, digital, and communications for the Hygienics brand portfolio.
The brief
Our mission was to position INEOS as a cutting-edge household name that stands out in the FMCG sector while blending science, technology, culture, and human performance. With a new hand wash product launching, we needed a fresh narrative to engage a younger, energetic, and wellbeing-conscious audience.
To counteract the fatigued post-pandemic hand hygiene narrative, we developed the "Limitless" campaign. This initiative visualised a life free from illness, emphasising peak performance every day.
The solution
We featured Sir Lewis Hamilton in an impactful content shoot within a 15ft mirrored cube, symbolising boundless potential. The campaign used bold visuals, motion graphics, and animations to capture the attention of a younger audience. We also partnered with extreme sports creators to produce short films that connected breathtaking stunts with our product, creating engaging content that demonstrated how INEOS products help them achieve their best.
The digital campaign resulted in a 560% increase in reach and a notable gain of 3,000 organic followers. Our monthly average engagement rate soared to 0.35%, surpassing the category leader, Method.
The impact
Access to Lewis Hamilton as a brand spokesperson allowed us to secure quality earned media coverage across GQ, Evening Standard, Sunday Mirror, and The Sun. The campaign’s success showcased INEOS's innovative approach and ability to connect with a wider audience, solidifying their position as a leader in the household category.