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Corporate Website Built with TYPO3 eCMS

Ritex

Ritex is a family-run business based in Bielefeld that has been manufacturing condoms and lubricants in Germany since 1948. Using state-of-the-art manufacturing technology and high quality standards, Ritex ensures that every product meets the highest standards of safety and reliability. Since 2003, the range has also included lubricants, which have successfully established themselves on the market and complement the product portfolio.

www.ritex.de

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Task

Strategic direction of brand communication and precise positioning across various communication channels

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Solution

Development of a modern corporate website with integrated digital marketing strategies, content management and targeted SEM measures

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Result

Increased brand awareness and fostered long-term brand loyalty among the target audience through a strong online presence

DEVELOPING TARGET AUDIENCE-SPECIFIC MARKETING COMMUNICATION

Challenge: Complex target audience communication & brand positioning

The Ritex brand offers a wide range of high-quality products for a diverse range of users. Given the breadth of the target audience, a comprehensive communication strategy was developed and rolled out across various channels. The focus was on the relaunch of the existing website, which was designed to reinforce the distinctive identity of the Ritex quality brand at the point of sale and across all communication channels.

Our services

  • International brand website based on the TYPO3 Enterprise CMS

  • Development of a cross-channel communication strategy

  • Modernising and revitalising brand communication

  • Implementation of performance marketing

  • Campaign management and design

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STRATEGIC BRAND POSITIONING FOR A YOUNG TARGET AUDIENCE

Our approach: A bespoke communication strategy

“With love for love” – this slogan reflects, on the one hand, the family-run business’s commitment to high-quality products. But it also captures the spirit of the times among a young, discerning target audience. Reliability and the desire for a good partnership rank highly among the values of young people.

Ritex embraces these values, positioning itself as approachable and authentic. The quality and variety of the products are the core message of the brand communication: Ritex has the right product for every type of person. A cross-media campaign captures the attention of the young target group, from cinemas to online media.

Integration of communication channels

The aim of the brand communication strategy was to achieve a sustained increase in visibility across all relevant touchpoints. Through comprehensive online media planning, targeted engagement with the audience was established and systematically channelled into Ritex’s digital channels.

Email marketing and social media further strengthen customer loyalty and extend interaction with the brand. The central hub of the communication strategy is the website we redesigned, which brings together all initiatives and links them across channels.

Clear structures for a compelling user experience

A newly developed information architecture with intuitive navigation, high responsiveness and optimised user guidance ensures a seamless experience – particularly on mobile devices.

The Ritex product ranges are presented in a manner befitting the brand and clearly positioned in line with the value proposition. The TYPO3 CMS enables centralised, efficient content management whilst ensuring high-performance and consistent front-end display.

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Ritex Blog

Performance-Marketing

The guide forms the content foundation for Ritex’s performance and promotional marketing.

Through it, the brand positions itself credibly on topics such as love, sex and contraception, creating genuine added value for the community. Attractive, regularly updated competitions with clear calls to action draw attention to the content and guide users directly to the brand’s digital communication channels.

Blog & Content Strategy

A blog covering a wide range of topics, along with video formats featuring brand ambassador Eric Schroth, delve deeper into the content and strengthen emotional brand loyalty. Editorial posts are specifically linked to relevant products, thereby supporting both content and performance marketing in equal measure.

In addition, promotions at university and A-level graduation parties ensure direct contact with the target audience. These offline interactions are strategically extended into digital channels, creating a consistent brand presence across all touchpoints.

Strategic SEO optimisation for long-term visibility

A holistic SEO approach was implemented to boost the organic visibility of ritex.de. The focus was on technical optimisations to improve crawlability and loading performance, as well as structured on-page measures – ranging from metadata and semantic headings to internal linking.

Using tools such as Google Search Console and SISTRIX, potential areas for improvement were identified and data-driven measures were derived. In addition, search-intention-oriented content was created, forming the basis for sustainable rankings.

Intuitive product designer for promotional condoms

An integrated condom designer enables companies to customise promotional condoms directly on the website. Via a user-friendly interface, variants can be selected and visualised in real time.

The result: simple configuration, an improved user experience and an efficient process for personalised giveaways..

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CROSS-CHANNEL BRAND COMMUNICATION

Results & Added Value

The recent brand relaunch has perfectly aligned the brand’s online communications with Ritex’s objectives. Through a combination of communication initiatives, comprehensive online media planning and performance marketing, the brand is successfully communicating its message to the outside world.

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FREQUENTLY ASKED QUESTIONS – CLEAR ANSWERS

FAQs on Ritex’s brand and performance strategy

What was the main aim of the Ritex website relaunch?

The aim was to sharpen the brand positioning and ensure consistent communication across all channels. The new website serves as a central platform that conveys brand values, consolidates content and acts as a foundation for performance and content marketing.

How was the young target audience reached online?

A cross-media campaign strategy was used to create relevant touchpoints – ranging from online media and social media to email marketing, as well as targeted promotions and competitions. Additional measures, such as promotions at university and school-leaving parties, extended engagement with the brand into digital channels.

What role did content marketing play in the strategy?

The guide and the blog form the content foundation of our digital communications. Topics relating to love, sex and contraception help establish Ritex as a credible brand and create added value. Content is strategically linked to products, thereby supporting both brand loyalty and performance targets.

How was organic visibility increased in the long term?

A holistic SEO approach, combining technical optimisations, a clear page structure and content tailored to search intent, has laid the foundations for stable rankings. Continuous analysis and data-driven adjustments ensure long-term visibility and reach.

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Together, we bring your vision to life.

Paula Wiersbowsky
Project Manager

paula.wiersbowsky@burgdigital.de

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