With a combination of content creation and A/B testing, Ashland was about to get more than 2x the return for its most recent campaign with C&EN.
Can a company change how it’s investing its advertising budget to get a better return? C&EN and Ashland explored how the company could adapt its approach to find more attractive results in advancing Ashland’s reputation. C&EN devised a plan to create a custom content campaign to highlight lesser-known markets -- pharma and environment -- and demonstrate Ashland’s commitment to customer integrity and profitability.
Better Advertising ROI: Custom Content and Audience Development
C&EN helped Ashland uncover content topics that its target audience would engage with, driving 2x the pageviews of C&EN’s editorial average.
C&EN carved out the most high-impact advertising units to promote Ashland’s advertising and content, ensuring the company would be front and center.
C&EN conducted in-depth A/B testing to determine what calls to action were most effective to drive clicks to Ashland ads and content, which Ashland can use to improve future campaigns.
The campaign was focused on creating editorial-quality content that would be of interest and helpful to its target audience. The full-service custom content campaign, addressed sustainable advancements in key Ashland product areas: (electric cars, energy storage, and battery safety).
Visuals such as Mmaps and product graphics were used to keep audience attention throughout the content.
In the case of Ashland, experimenting with tactics greatly enhanced the outcome of the company’s campaign. These results were tracked through on-site analytics, in addition to benchmark surveys run across the campaign.
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