The Results:
7.25x
ROAS on Paid Ad Campaigns
50%
Annual Revenue Growth
300%
Increase Online Conversions
Henkel North America: Innovating in Adhesive Technologies and Consumer Brands Across the U.S., Canada, and Puerto Rico
Henkel North America is a leading subsidiary of Henkel AG & Co. KGaA, operating across the United States, Canada, and Puerto Rico. With a workforce of approximately 8,000 employees and over 70 sites, the company contributes around 28% to Henkel’s global sales, which totaled approximately $6.5 billion in 2024. The company operates through two primary business units: Adhesive Technologies and Consumer Brands. Henkel’s Adhesive Technologies division is a global leader in adhesives, sealants, and functional coatings, serving various industries. The Consumer Brands division holds leading positions in hair care and laundry & home care markets in North America, offering well-known brands such as Persil, Dial, Purex, and Schwarzkopf. Headquartered in Rocky Hill, Connecticut, Henkel North America is committed to sustainability, innovation, and delivering high-quality products and services to its customers.
How We Helped
- Developed a unified cross-platform social media strategy
- Created interactive, storytelling-driven content campaigns
- Implemented paid ads to boost reach and engagement
- Redesigned the website for a modern, mobile-first experience
- Added dynamic brand showcases and sustainability features
- Set up analytics tracking for continuous optimization
- Client : Henkel Adhesives
- Website : https://www.henkel-northamerica.com/
- Industry : Industrial / Consumer Goods
The Challenge
Henkel North America, a division of the global powerhouse Henkel AG & Co. KGaA, is a leader across industrial, consumer, and adhesive technologies. With a portfolio that includes major brands like Loctite, Persil, and Dial, Henkel North America has a strong B2B and B2C presence. Despite their market leadership, Henkel faced challenges in maximizing their digital footprint to better align with evolving consumer behaviors and expectations: Fragmented Social Media Presence: Henkel’s numerous brands operated under separate social media strategies, which diluted overall corporate brand visibility and made it difficult to unify their messaging across sectors. Outdated Corporate Website Experience: While informative, the Henkel North America website leaned heavily toward corporate communication rather than offering a dynamic, engaging, and user-friendly digital experience for consumers, partners, and potential talent. Limited Engagement Across Platforms: Content strategies largely focused on product announcements and corporate news, leaving room to create more interactive, storytelling-driven, and community-focused social engagement.
The Solution
To address these challenges, a comprehensive digital revamp plan was developed, focused on both social media marketing and web design: Unified Social Media Strategy: Developed a master content strategy aligning Henkel North America’s corporate mission with the messaging of its individual brands. Crafted storytelling-driven campaigns showcasing sustainability initiatives, innovation in adhesives and packaging, employee spotlights, and community outreach efforts. Implemented paid social advertising strategies to boost reach among industry professionals, consumers, and potential hires on LinkedIn, Instagram, and Facebook. Interactive Content Creation: Rolled out a series of interactive posts, quizzes, behind-the-scenes factory tours, sustainability challenges, and live Q&A sessions with Henkel experts to foster engagement. Website Redesign: Reimagined Henkel North America’s website as a visually engaging, mobile-optimized hub focused on audience journeys — whether they were looking for product solutions, career opportunities, or corporate responsibility information. Integrated dynamic modules such as interactive brand showcases, client case studies, and sustainability impact trackers to bring the corporate story to life. Analytics and Iteration: Set up a robust system for ongoing performance tracking across social media and the new website, using data insights to refine targeting, messaging, and UX improvements continually.
