Anton Paar - C&EN BrandLab BrandLab

Demonstrating Product Capabilities in Niche Application Areas

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.

Defining Anton Paar’s Challenge

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:

1
How can we enhance our image and improve our positioning in multiple verticals?
2
How do we target the right audience?
3
What's the right format for engaging our target audience online?

Our Approach to Demonstrating Product Capabilities:

Content & Case Studies

Demonstrate How Your Products Solve Problems.

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.

Leverage Subject Matter Experts to Validate Your Points.

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.

Complement the Content with a Multi-Faceted Campaign.

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.

“A great new piece developed by C&EN for Anton Paar USA. Very readable and interesting discussion on zeta- potential, and how it applies to skin care products, water treatment, and infection prevention.”
Jeffrey Linka, Marketing Manager at Anton Paar USA

The Program

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.

Results

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.

156,790
Total campaign impressions
1,000+
Page views of Anton Paar’s article on cen.acs.org
67%
Plan on purchasing instruments in the next 18-24 months, demonstrating real ROI

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