Church & Dwight is a major manufacturer of household and personal products, including the popular Arm & Hammer brand along with well-known labels Aim, Brillo, Nair, OxiClean, and more. Their trusted A&H trademark appears on a broad range of consumer and specialty products sold around the world. With two business segments (Consumer Domestic and Consumer International) and such a large array of products, Church & Dwight required a comprehensive content management platform — one that could transform and manage an entire fleet of websites, while completely updating the design and user experience of the sites themselves and facilitating the addition of future brands.
Church & Dwight’s range of brands presented efficiency challenges when it came to content management. The company had complex workflow requirements that standard CMS systems could not support, and the most important focus was creating a central and unified management system for a very diverse set of brands.
Also needed was a simpler, faster way to collect customer feedback and enable user-generated content (UGC) so customers could communicate and interact with these popular household names.
The Parse3 Custom CMS Solution
To bring together Church & Dwight’s vast brand collection, Parse3 created a single control panel that facilitates workflow across many websites. Management is consolidated across a huge company for an entire site fleet, creating significant efficiencies.
C&D employees were also provided the ability to create forms on the fly for customer feedback, and to solicit UGC by posting questions and response requests — thereby providing a useful way to interact with customers and gather community content.
One by one, Parse3 is migrating each of Church and Dwight’s brands to the new CMS template and launching an entirely new website for each. Oxiclean.com and ArmandHammer.com were the first two to go live using the new CMS, with six additional brands scheduled to launch later this year.