Good Chemistry Lives Here

American Chemistry Council

Putting Antimicrobials Under the Consumer Microscope

  • Brand Development
  • Creative Content
  • Web Development
  • Digital
  • SEO
  • Social

Challenge

Create a direct-to-consumer campaign for a historically industry-facing professional organization. The task was to reach, inform and educate the public about the use, benefit and safety of antimicrobials which have been plagued with consumer misperceptions.

Strategy

Start by crafting a new brand for the professional organization. Next, move away from industry-speak to develop a relevant consumer-facing voice while ramping-up the digital presence to ensure that voice was being heard over the din of activist groups and imbalanced media coverage.

Solution

After rebranding the professional organization to the ‘Center for Biocide Chemistry’, we created consumer accessibility and interest through a public-facing brand campaign called ‘Good Chemistry Lives Here’. Campaign elements included: logo, brand style guide, color palette, image library, display ads, social media toolkit and the creation of goodchemistryliveshere.com, a site that brings the story to life in a compelling way.

A broad and integrated marketing strategy was deployed using display, paid search, paid social, SEO and continued traffic analysis. In 2020, we created an evergreen digital campaign extension called ‘There’s An Antimicrobial for That’ to deepen engagement with a wider target audience.

gclh-video

Impact

At the end of 2019, a 12-month review of the campaign revealed brand recognition and equity established through a digital campaign that achieved an average CTR of 3.73%, garnered 2.95 million impressions and delivered over 87K users. In the first half of 2020 alone, the website saw 118%+ in users, 120%+ in sessions, and 130%+ in page views compared to the prior year.
Main Menu