Anton Paar wanted to showcase themselves as a market leader and innovator in several niche application areas, measuring zeta-potential. They needed to demonstrate to potential buyers the capabilities and value propositions of three different highly complex instruments, all used in similar application areas.
Anton Paar wanted to showcase themselves as a market leader and innovator in several niche application areas, measuring zeta-potential. Specifically, they needed to demonstrate to potential buyers the capabilities and value propositions of three different highly complex instruments, all used in similar application areas. C&EN was tasked with solving these questions from the team:
Content & Case Studies
C&EN BrandLab developed an article that covered both academic and industrial uses of the measurements, and why zeta-potential measurements are critical for fundamental research, technology creation and consumer product quality control.
C&EN BrandLab interviewed subject matter experts, including scientists at Anton Paar, customers of the company, as well as those in academia. These difference perspectives created a credible and authoritative piece of brand journalism.
C&EN leveraged multiple digital channels to find the niche audiences that Anton Paar was targeting, developing a far-reaching distribution campaign that spanned C&EN platforms, social media, search, and more.
C&EN BrandLab partnered with Anton Paar to showcase the company as a market leader and why their products are important for fundamental research, technology creation and consumer product quality control.
At right, screenshots show Anton Paar’s custom content campaign. Beyond BrandLab researching, writing and publishing content highlighting Anton Paar’s strengths, C&EN created a cohesive and recognizable design throughout all elements.
C&EN then distributed the content through multiple channels including social, digital, native advertising units, and newsletters.
By employing the best practices of understanding and serving our target audience, we were able to generate significant results for Anton Paar. These results were tracked through on-site analytics across the campaign.
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