KNF sells vacuum pumps: unobtrusive pieces of equipment with a long shelf-life. Once purchased and set up, chemists tend to flip a switch and forget about the vacuum pump. From the customer service prospective, this is desirable, as it means the pump is working correctly. Given the inconspicuous nature and longevity of the equipment, however, staying on chemists’ radar and keeping them engaged with the brand are consistent challenges for KNF.
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C&EN BrandLab utilized three platforms for this campaign, posting on Facebook, Twitter, and Instagram for each phase of the contest. Each platform has unique ways to present content, which is something the voting round really took advantage of, utilizing various polling options. By using all three platforms, the overall reach was extended for KNF’s own social media presence.
Artwork for this campaign included mockups of t-shirts with elemental puns, to provide inspiration to our audience. The use of Instagram’s story feature allowed for a fun way to engage and share content, that didn’t come across as overly curated. Timing of each round was intentional, with the intent to keep the audience's’ attention throughout the summer.
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