CASE STUDY
Polygiene Group - A Big Star Customer Case Study
- Delivered copy and SEO guidance and assistance for Polygiene website rebrand.
- SEO efforts delivered an 879% increase in blog traffic and a 74% increase in Organic Traffic year-on-year (October – December 2024 vs 2023).
- Provides ongoing, close-touch content and SEO support for marketing assets and SEO-optimised blogs.
- Operates as an extension of the Polygiene marketing team, having developed a comprehensive understanding of the brand’s unique business requirements.
Polygiene Group is an industry-leading ingredient and additives manufacturer focused on freshness and protection technologies for hard surfaces and textiles. It develops and produces odour control and antimicrobial solutions for various products and industries, from sports and training apparel to hygienic wall claddings for healthcare facilities.
Founded in 2006 and headquartered in Malmö, the brand has grown considerably over the last two decades, driven by a clear strategic vision, continuous innovation, and strong demand for its groundbreaking products. It collaborates with more than 500 world-class brands, providing extensive marketing support alongside its additive solutions.
For this case study, we spoke with Nick Brosnan, Polygiene’s Marketing Manager for the Americas.
Projects & Campaigns
Search Engine Optimisation
Blog Copywriting
Landing Page Copywriting
Press Release Copywriting
Providing an evolving set of content services
Polygiene approached Big Star in June 2022, seeking copy and SEO support for its website rebrand. Initial contact came about through Polygiene’s then-CMO, Sean Tindale, whose relationship with Big Star goes back more than a decade and includes roles at Ecco and Vero Moda. Having established a productive partnership over many years and several projects, Sean felt Big Star was perfectly placed to assist with this major Polygiene project.
The rebrand involved a significant overhaul of the Polygiene website, with new copy written across all pages in line with stringent tone of voice and messaging guidelines. Once complete, Polygiene elected to continue the relationship with a monthly marketing retainer that would see Big Star provide copy and content support on an ongoing basis. Over the last two years, as part of this retainer, Big Star writers have produced and assisted with blogs, newsletters, case studies, press releases, campaign materials, POS designs, social media assets and long-form ebooks.
Leveraging SEO expertise to improve Polygiene site traffic
Crucially, the Big Star offering has expanded to include monthly SEO articles designed to improve Polygiene’s ranking performance. These have proven an unqualified success, as Nick notes. “After a year of long-form SEO articles, our content has really gained traction and picked up traffic, boosting our rankings and improving our visibility.”
Key to this success was the decision to refine SEO efforts and tie the product to specific problems and solutions. Recognising that users were more likely to search for odour control issues (e.g. “how to deal with smelly trainers”) than specific products, Big Star used SEO articles to position Polygiene as a solution to these common issues and improved visibility drastically. There has also been a focus on highly relevant B2B articles covering emerging trends and hot topics. This approach, backed by a consistent publishing schedule, has driven significant improvements in SEO performance.
Develop a B2B content strategy that meets your audience needs at every stage of the funnel
Becoming an extension of the Polygiene marketing team
For Nick, Big Star’s ability to integrate into the Polygiene team and provide close-touch, responsive support is central to the partnership’s success. “Big Star has become a part of our marketing team,” he explains. “It understands what Polygiene is trying to achieve, and its writers and SEO specialists recognise that they aren’t ever just working on an isolated piece of content. Instead, we are always building to much larger goals and long-term awareness. The understanding of that larger goal and the ability to work towards it consistently in every piece of content we publish is fantastic.”
Big Star is also proactive in providing support and guidance. “We can bounce ideas off the Big Star team and they bring their own suggestions to the table. Over the past year, we developed a fantastic ebook, built out infographics, and published blog posts that all started as Big Star suggestions.” Big Star’s proactive approach is complemented by a speed of response that enables Polygiene to move quickly, stay agile and publish highly relevant content at short notice. “Big Star’s responsiveness is incredible. It really contributes to the sense that their writers and SEO specialists are an extended part of the Polygiene marketing team. I’ve lost count of the times I reached out needing last-minute edits or help preparing questions for an interview, and Big Star delivered.”
Nick believes this approach has resulted in a professional relationship grounded in hard-earned trust. “One of the best things about the partnership is that we feel confident enough to put Big Star in direct contact with our brand partners to conduct interviews and complete write-ups. There is trust there. We know that Big Star will always produce content that Polygiene and our partners are incredibly psyched about.”
Working with specific business needs and established ToVs
Polygiene’s unique business model means it engages with both B2B and B2C audiences in almost equal measure. While the brand targets businesses for sales, it also reaches out to consumers to raise awareness. Here, the ultimate aim is to make the Polygiene brand synonymous with antibacterial solutions themselves. This poses challenges from a marketing perspective. “There are definitely differences in the language we use when communicating in a B2C or B2B context,” says Nick. “Big Star understands how to communicate on behalf of Polygiene in both perspectives. It has become integral to our ability to communicate effectively with both audiences.”
Similarly, Polygiene’s business model means it needs to be much more than a technology provider. Marketing support is a key part of the Polygiene service offering, and partners value the brand’s expertise and resources immensely. “Our brand partners like working with us because they see us as a marketing house as well,” Nick suggests. “We provide the technology, but we also help with the marketing and branding of the value add. Big Star has been key in both communicating that aspect of our service offering and helping deliver it.”
Polygiene’s long-term strategy and commitment to sustainability and Mindful Living™ also means the brand has developed a strong sense of identity centred around comprehensive tone of voice guidelines. Working with and within those guidelines to ensure consistent, compelling messaging also demonstrates Big Star’s skill and capabilities. “The Polygiene tone of voice is super important to how we as a brand get our message across. Big Star got a hold of that tone so quickly and understands exactly how it translates to specific pieces of content.”
“The Big Star team is clearly tight and collaborates closely together. They are big enough to handle our needs but not so large that there are organisational silos or communication issues. I think the size is also one of the reasons they’re able to be so responsive and fit into our team so easily. Derryck’s managerial oversight works well to connect all that and ensure it runs smoothly.”
Nick Brosnan
Global Marketing Manager, polygiene
Oversight that keeps the relationship running smoothly
Finally, Nick also highlights project management and communication as an important factor in the partnership’s success. “Derryck, Big Star’s MD, touches base with me at the start of the month to discuss planning and strategy. It’s super helpful, allowing us to catch up on what’s happening, throw around ideas, and ensure we’re all on the same page.”
Big Star provides a professionally personal service
For Big Star, working with Polygiene has been a hugely rewarding experience, and we look forward to the partnership continuing long into the future. Working as an extension of the Polygiene team has enabled us to offer a highly flexible and versatile service that ensures the Polygiene brand is present in every piece of content. At the same time, our SEO work has driven significant improvements in traffic, visibility and brand awareness. Most importantly, the Big Star team has demonstrated its ability to understand and respond quickly and consistently to Polygiene’s complex and nuanced commercial approach, enabling us to tailor our support accordingly.
We’ll leave the last word to Nick, who we would also like to thank for taking the time to speak to us for this case study. “If I had to sum up the Big Star service in a single line, it would be that it delivers an excellent combination of high-quality SEO work to improve ranking performance and compelling and engaging content that our partners and other people want to share.”
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