Creating a comprehensive
new digital strategy for
Mitsubishi Chemical Group
Challenge
Mitsubishi Chemical Group (MCG) announced their plan to leave the petro and coal chemical markets by the end of the 2023 fiscal year. This would allow them to further support Japan’s move towards carbon neutrality, whilst becoming a stronger, more sustainable business in the future.
As a major member of the Mitsubishi Group, MCG operates worldwide, with notable operations in both the US and the UK. Despite this, they had an extremely outdated website and minimal online presence.
Solution
We worked with MCG’s US leadership team on a comprehensive new digital strategy. This involved conducting research and preparing strategy documents that included:
A full website rework, involving a website audit, new pillar creation, sitemap optimisation and SEO strategy.
Creating 4 target personas alongside their customer journeys across the sales funnel.
A new companywide content strategy, including content gap analysis, content types/clusters and touchpoints across each customer journey.
Overall messaging refinement, supported by competitor research.
Sustainability messaging refinement, supported by competitor research.
Results
The new MCG website now receives over 100k of global organic search visitors each month, with substantially more content and conversion opportunities than their old website.
MCG’s sales and marketing teams continue to use our content strategies and messaging refinements to expand the business and cement its standing as the largest Japanese chemicals company by total assets.
