Color design
The DIY portal with interactive adhesive and decorating adviser.

NameMarketing Factory Digital GmbH on behalf of Henkel & Co. KGaA
SectorMarketing Digital GmbH "MFD" operates and markets portals including,,,, or
Period2010 – 2015

Project overview

From 2010 to 2015 Marketing Factory managed the digital service on behalf of Henkel AG & Co. KGaA. This DIY portal offers extensive specialist DIY knowledge on DIY, repair and crafts. An animated "Henkel House" acts as a fun navigation aid for users looking for suitable solutions for DIY projects in the home and garden.

Three topic ranges are available to the visitor:

  • "DIY and Renovation"
  • "Repair and Construction"
  • "Crafts and Creativity"

A wide range of user information and videos, product recommendations and professional practical advice can be found on the portal. In its ‘Knowledge’, section the Henkel House provides an interactive adhesive and decorating adviser.

Project details

The idea of creating a cross-brand platform emanated from Henkel’s desire to offer its end customers a project- and problem-related advisory service, which was created in 2009 on the domain.

Marketing Factory was commissioned with the concept development, creative and technical implementation of this online service in TYPO3.

The integration of the TYPO3 Commerce extension into the existing TYPO3 content management system enabled the entire Henkel consumer adhesive range to be generated from a single source. This combined the Henkel Pattex, Pritt, Metylan, Ponal, Ceresit and Sista consumer adhesive brands under the Henkelhaus umbrella brand.

Unique in its complexity and concept design, this platform offered in-depth professional DIY knowledge as well as qualified advice and individual support on questions relating to home decorating, repair, DIY, crafts, house and garden.

Detailed professional information and product recommendations, illustrated step-by-step instructions and professional application videos helped users to find a fast solution for their individual DIY problem.

A comprehensive dealer search provided the quickest way to find the desired product. A contact form could be used to send individual questions to the Henkel team of experts. A comment function also assisted with direct and open exchange between users and Henkel experts.

A further major benefit of Henkelhaus:

The TYPO3 CMS offers the option to link each page with tags. These tags can be used to identify in a matter of clicks how many pages deal with the same topic, or how often a certain product was linked. This makes it possible to identify products or topics that are under or over-represented and use this to coordinate content management work.

And the customers say:

Visitor record at, Henkel’s cross-brand DIY portal has good news to report: With around 200,000 visitors, November was the most successful month since the portal was introduced in 2009. 

After breaking through the sound barrier of a total of six million visitors earlier this year, the month of November represented a new record with 200,059 visitors. This equates to an increase of 27 percent over the previous year – never before have so many interested DIY enthusiasts and hobbyists clicked on the website within a single month.

"We owe this success, above all, to the dedication and passionate commitment of the content management team," explains Nicole Drogin, Project Manager at "We are proud of the fact that this success has been achieved totally without advertising."

One possible reason for the high number of visitors was the test campaign for Pritt, which the team organised in November. During the campaign, visitors were invited to try out and then rate the new Pritt roller under the slogan "Be smart – test smart". Integrating this into Facebook resulted in a high number of visitors to the henkelhaus fan page.