The Challenge
Pfizer has committed its diverse workforce to the research and development of medicines and vaccines that benefit patients globally. The medicinal chemistry leadership at Pfizer was interested in celebrating diversity in chemistry and worked with C&EN BrandLab two years in a row on social media campaigns to do so. The first campaign was in celebration of International Women’s Day in 2020, and the second was a year long celebration of contributions by Black chemists across the world, which kicked off during February (Black history month) 2021. By demonstrating the company’s dedication to supporting scientists from all walks of life, Pfizer would like to specifically target and recruit diverse chemists to join their organization.
C&EN BrandLab was tasked with solving these questions from the team:
Our Approach:
Highlight and celebrate Women in Chemistry (2020)
Time the celebration
Engage the community
Curate and celebrate
“As a single mother, Lisa put herself through college, while
working full time and raising two daughters, to become a chemist.
She has risen through the ranks from bench chemist to Vice
President of PAC, an analytical instrument company. She
exemplifies all that women can achieve through perseverance
and hard work, while also championing those around her.”
– Elise Fox, Engineer, Savannah River National Laboratory
Nominator for Lisa Houston
Highlight and celebrate Black chemists (2021)
Time the celebration
Engage the community
Curate and celebrate
The Program
For both campaigns, C&EN BrandLab utilized similar programs. The nominations campaigns directed users to self-nominate or nominate someone they knew, through a custom landing page and confirmation pages. Pfizer was featured throughout all promotional materials, with branding and messaging that directed users to learn more about Pfizer.
Nominations came from far and wide, representing a diverse group of chemists to celebrate. C&EN received nominations from academia, government, and industry, spanning from students in labs, to executives at industry leading companies. Both men and women participated to nominate the chemists that they know and admire. The reach of the nomination campaign brought in senior and notable scientists in all sectors of chemistry, throughout the world.
Just a few of the notable organizations represented both by nominators and nominees include: Patagonia, Bristol Myers Squibb, Genentech, Max Planck Institute for Chemical Energy Conversion, Institut Neel – CNRS France, US Naval Research Lab, Gilead Sciences, Raytheon, and Pacific Northwest National Laboratory
New as part of the 2022 program to highlight Black chemists, C&EN BrandLab created a 3-page employer branded feature in the December 6th issue of C&EN that also lives on cen.acs.org. In-print: the article “Committed to Diversity” featured the chemists who were highlighted in the social campaign and showed how Pfizer is prioritizing workplace inclusivity. On cen.acs.org, the article included an interactive component.
Native Story Campaign At A Glance
Total Impressions
Pageviews
Social Media Engagement
Avg Time On Page
Total Users
Impressions on Social Media.
The Results
The Ace Glass quiz quickly became a top performer across all C&EN content, driving over 1.3 million impressions across our digital promotions. The quiz helped reach Ace Glass’ goals of driving brand awareness through digital channels.
Campaign Impressions
Social Engagement
Peer Nominations
