Custom Content Case Study

Event Activation Fuels Brand Awareness Content

The Challenge

The Welch Foundation wanted to raise awareness of the Foundation’s awards and conference, celebrate the awardees, highlight the history of the Foundation, and explore the future of scientific conferences. To elevate awareness of the Foundation, award, and conference, C&EN BrandLab developed a custom plan to establish The Welch Foundation’s conference as a must-attend event for chemists. This project continued their partnership with C&EN BrandLab for a third year.

BrandLab was tasked with solving these challenges:

  1. How can we promote The Welch Foundation conference as a must-attend event for chemists?
  2. How can we expand the reach of The Welch Foundation’s work?
  3. What multimedia components can we incorporate to drive awareness and engagement?

The Strategy

Create highly shareable content with an engaging audio story and an interactive multimedia article

Spark Interests

Develop an event activation that creates a buzz leading up to and during the 2022 conference.

Amplify Impact

Extend the reach and impact of the conference through custom audio visual storytelling.

Drive Content Engagement 

Create engaging multimedia native features to engage the audience and raise awareness.

Creating a Buzzworthy Event Activation

C&EN BrandLab, in collaboration with The Welch Foundation, a life sciences podcaster, and a science writer, created an Audio Lounge experience at the 2022 Welch Conference to generate excitement among attendees. BrandLab conducted interviews with conference planners, Welch awardees, leadership, key attendees, and speakers – including 2022 Welch Awardee and Nobel Laureate Carolyn Bertozzi – and worked with the team to create a captivating audio story and an engaging multimedia article.

2022 Welch Awardee and Nobel Laureate Carolyn Bertozzi’s interview with C&EN BrandLab

The Content

A captivating audio story

Using the best audio snippets from each interview, C&EN BrandLab created a custom audio story, titled “Audio Story: Sculpting light at the edge of chemistry,” that captured the unique experiences and insights of the participants and scientists, showcasing the importance of the conference and the diverse voices that make it valuable.

A curated two-page native article

C&EN BrandLab released a native article titled “Science up close and personal,” which was featured on cen.acs.org as a multimedia piece, complete with engaging visual and audio elements. The multimedia article offers insights on the past, present, and future of scientific conferences, as viewed through the perspectives of prominent figures in the scientific community. 

The Results

Buzz generated at the event generated momentum for high audience engagement with custom multimedia content centered on The Welch Foundation’s impact on the research community.

Total Campaign Impressions 

2,142,300+

Total Pageviews

8,000+

Social Engagements

59,670+

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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 

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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

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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

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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 

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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

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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.

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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.