U.S. Soy found soy-based products were pigeonholed into a single market: soy as food. Researchers were overlooking soy’s potential as a chemical feedstock. U.S. Soy needed to raise awareness of the research into industrial applications of soy.

Since 2019, C&EN BrandLab has helped U.S. Soy to showcase the industrial uses of soy as a sustainable substitute for petrochemicals. In 2023, U.S. Soy partnered with C&EN BrandLab to explore applications of soy-based chemicals in the construction and building materials.

C&EN BrandLab produced an eBook titled, “Biobased Building with Soy,” highlighting soy-based construction materials as a sustainable alternative to petrochemical-based products. This resource featured expert interviews, research, and a unique design. It positioned soy products as sustainable and versatile ingredients for the chemical industry.

The eBook was distributed through a multi-channel strategy, including email, social media, and native advertisements.

To foster engagement and nurture leads, C&EN BrandLab wrote a newsletter series that explored applications of soy-based products through multimedia elements such as video, text, and images. The newsletter encouraged reader to form a deeper understanding and connection to the content.

This campaign increased engagement, enhanced brand visibility, and generated 1,026+ unique leads from the eBook campaign published on cen.acs.org and promoted through different robust marketing channels.