The Challenge
A web-based database solutions provider, aimed to address the problem of inefficient data management in the field of biological and chemical research. The company was planning to host a webinar to talk about the latest trends from drug discovery thought leaders in the industry using AI to model and predict medicinal and biological properties.
They needed a digital campaign strategy to reach a global audience invested in the company and build a solid pipeline for the future.
C&EN Media Group was tasked with solving these questions from the team:
Our Approach:
Target the right audience, the right way
Targeting the right audience
Presenting to the audience the right way
The Program
The client selected the sponsored content ad placement for the campaign. The C&EN Newsletter was the ideal placement opportunity to promote a topic such as AI Drug Discovery, where more than 245k readers are accustomed to reading such engaging topics. With a high engagement on the first ad placement, the client promoted the webinar ad in 3 additional issues.
The Results
The sponsored content ad was published 4 times in our weekly newsletter, to generate awareness of the brand’s webinar. The combined click through rate was 0.37% which is more than 3 times our average CTR of .12% on newsletter sponsored content ads.
Ad CTR
Email Open Rate
Avg Newsletter CTR
