Communication for a new disinfectant brand that reached nearly 9k people a month
Average reach of 8,959 and 530 people engaged a month — that was the communication for MM Hygienic, a brand of hand and surface disinfectants that Mazurska Manufaktura Alkoholi brought to market in response to the COVID-19 pandemic.
Our client
MM Hygienic is a brand of professional virucidal products for hand and surface disinfection, launched by Mazurska Manufaktura Alkoholi in response to the COVID-19 pandemic. The range includes biocidal liquids in 1L (PLN 9.99) and 5L (PLN 39.99) containers, plus a dispenser (PLN 99) and a display stand (PLN 399) — the products go to healthcare facilities as well as beauty salons, veterinary clinics, and fitness clubs.
Mazurska Manufaktura has been active in the spirits and biocidal products market since January 2020. In March 2020 the company received its first approval from the Office for Registration of Medicinal Products, Medical Devices and Biocidal Products to sell products under the MM Hygienic brand, and in November 2020 its third. By the end of 2020, MM Hygienic sales already accounted for 49.97% of the company's revenue (PLN 4,428,990.09 out of PLN 9,202,868.76 in total).
The challenge
Social Lama's brief was to build MM Hygienic's communication from scratch — from introducing the product portfolio of a new player in the disinfectant market, through graphic creatives showing the product in everyday contexts, to running the brand's presence on social media.
Results
MM Hygienic
Our approach
Presenting the product portfolio
We built the communication around MM Hygienic's full range — the hand and surface disinfectant in 1L and 5L containers, plus the dispenser and the in-store display stand.
The product goes to healthcare facilities as well as beauty and hair salons, veterinary clinics, and fitness clubs — and the portfolio communication showed exactly that breadth of use.
Graphic creatives for social media
We prepared a series of product creatives pairing lifestyle photography with short taglines — "Surface disinfectants," "Cleaning or disinfection?" and "Hand and surface disinfectants" — showing the product in natural, everyday settings: by the front door, or on a shelf with the cleaning supplies.
Consistent label colors and repeatable product framing built recognition for the new brand from its very first months on the market.
