Custom Content Case Study

A Content Strategy Designed to “Sustain” and Engage Audiences

How a Targeted Content Campaign Boosted Brand Visibility, Surpassed Lead Goal by 156%

US Soy e-book and custom newsletter Case Study Header

The Challenge

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.

BrandLab was tasked with solving these challenges:

  1. How to raise awareness about soy’s use as a sustainable chemical feedstock?
  2. How to generate new leads and nurture existing contacts within the industry?
  3. What channels should be used to distribute content, generate leads, and nurture contacts?

The Strategy

Identifying and engaging targeted R&D audiences through an e-book and a custom newsletter.

Create Captivating Content

Produce an e-book to educate audiences in the R&D space and drive leads.

Drive Interests

Curate an email newsletter to support and deepen ongoing interest in industrial applications of soy.

Cultivate Connections

Engage past and current leads and amplified the significant role of soy in sustainability.

The Program

Building Awareness through a Custom E-Book

C&EN BrandLab produced an e-book 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 e-book was distributed through a multi-channel strategy, including email, social media, and native advertisements.

Newsletter to Nurture and Engage

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.

Package:

  • Custom e-book & dedicated landing page on C&EN
  • Guaranteed lead generation: 400 leads
  • 500K banner impressions on cen.acs.org and pubs.acs.org
  • 2x custom email blasts sent to C&EN webinar database of 200,000+
  • 2x social media post
  • 3x Newsletter, including text, design, and distribution

The Results

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

Total E-Book Leads

1,026+
Exceeded lead guarantee by 156%!

Total Newsletters Delivered

4,624

Total Newsletter Clicks

480

Plan Your Next Campaign with Us

At C&EN BrandLab, we don’t just create campaigns—we craft success stories. Our team is ready to collaborate with you to solve your toughest marketing challenges and deliver measurable business results.
Partner with us—and let’s make your brand the next big win.

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Sammi Wang headshot

Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

Kyra Luttermann Headshot

Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

Uwe Riemeyer Headshot

Uwe Riemeyer

Account Manager
riemeyer@intermediapartners.de

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

Jim Beckwith Headshot

Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

Beth Kurup Headshot

Beth Kurup

Account Manager
b.kurup@jamesgelliott.com

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

Pete Manfre Headshot

Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

Chris Nolan

Chris Nolan

Account Manager
c.nolan@jamesgelliott.com

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Headshot of Shane M Hanlon

Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
CENBrandLab@acs.org

Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
CENBrandLab@acs.org

Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.