The Challenge
MilliporeSigma wanted to showcase themselves as a digital technology company committed to supporting chemistry R&D. They needed to understand more about challenges working chemists face and wanted to showcase the strengths of their brands for laboratory digitization. They partnered with C&EN BrandLab to perform audience research, identify opportunities for storytelling, and create custom content to support brand awareness.
C&EN BrandLab was tasked with solving these questions from the team:
Our Approach:
Deploy a multi-year, content strategy plan including: audience research to learn about pain points and multimedia storytelling to share solutions and attract brand engagement
The Program
The survey responses revealed challenges with chemical inventory management that evoked a strong opportunity for storytelling. C&EN BrandLab developed a native feature in print and digital exploring how managing chemical waste using digital inventory management, among other tools, supports scientists’ sustainability efforts. The digital version of the story featured an interactive game called Whack-a-Waste to reinforce sustainability solutions and increase brand engagement. Based on a classic carnival game, Whack-A-Waste invites users to click on types of chemical waste as they pop up on the screen.
The Results
This solution-focused awareness campaign delivered unparalleled brand engagement. The native feature and game drove a total of 1,000,000+ impressions across our digital promotions.
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