IKA’s new lab equipment could change the industry. But first, the right influencers need to know about it. So how could we launch a product to the market, make a splash, and keep it going? IKA’s never-before-seen product -- revolutionary next-generation lab equipment -- needed a platform to drive excitement, credibility and buzz. C&EN BrandLab worked with IKA to create a tangible market moment, reeling in more than 1,000 potential buyers. - and creating longevity for future campaigns. With lots at stake, the company had to make the moment last, generating interest after the initial launch push.
Making a Lasting Splash: A High-Profile Event and Custom Content
C&EN worked with IKA to plan a star-studded keynote at the ACS National Meeting. Marketing for the keynote -- and targeted audience outreach -- teased the product’s upcoming reveal and succeeded in recruiting high caliber prospects for IKA’s business.
C&EN deployed a BrandLab reporter to cover the event. The reporter interviewed the celebrity speaker, Phil Baran of the Scripps Research Insititute , and early adopters of the technology and wrote extensively about the launch, brand story, and science behind the product. This created content - and engagement - outside of the event.
C&EN’s BrandLab coverage sparked investment in other high visibility channels. IKA leveraged a livestream of the event to promote the launch even further, which was then incorporated in C&EN’s sponsored content and distributed to our audience.
IKA’s integrated program included a custom keynote event and presentation unveiling the new product at the ACS National Meeting, introduced by C&EN’s editor-in-chief, Bibiana Campos Seijo. Post-event custom content creation and promotion extended the shelf life of the event, and was supported by a full service marketing program.
As planned, IKA’s campaign produced ripple effects far beyond the launch announcement. While more than 1,500 qualified science professionals watched the event live in person or on livestream, an additional 700,000 engaged with the content after the event.
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