The Challenge
Ace Glass wanted to raise awareness of its brand as a premium provider of scientific glassware, lab equipment and glass apparatus. With social media being an important aspect of this campaign, the team at Ace Glass sought C&EN BrandLab to provide a unique medium to reach their target audience.
C&EN BrandLab was tasked with solving these questions from the team:
Our Approach:
Create highly shareable content with quizzes
Test your audience
Engage readers where they are
Go ‘viral’ with shareable content
The Program
C&EN BrandLab worked with Ace Glass on creating a quiz around the topic of ‘How much do you know about Lab Glassware.’ Questions challenged chemists on whether they knew which glassware is best for certain methods including distillation, filtration, mixing and extraction. Once the questions were finalized, C&EN BrandLab created an integrated marketing campaign across digital and social channels. A custom quiz landing page was developed along with promotions across social media and cen.acs.org and pubs.acs.org that prompted readers to take the quiz. To drive quiz completions, participants were encouraged to enter their information to enter a $250 giftcard giveaway.
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
Total Pageviews
Avg Time on Page
