Case Study: celebrating and personalizing scientific endeavors and achievements
Strategy
Seed Media Group fashioned a custom 360˚ program that extended our client’s messaging, which focused on humanizing science. At the program’s core lies Seed’s editorial feature, Revolutionary Minds - a profile of the young, visionary, science iconoclasts that are changing our world. We developed an environment online, in-book, and through events that forged the editorial story of excellence and scientific endeavor with the client’s message of pursuing change and solution through the human element.
Creative
Seed Media Group created a custom program that included:
- Live speaking events
- The development of interactive digital environments using proprietary Seed technology
- The design of rich-media promotional banners
- The design of in-book elements
Seed created a custom digital site that contained video interviews of the young visionaries with advertiser pre-roll, photographic elements, audio downloads, and custom animations, providing an ideas-driven and design-oriented environment for readers. The client received exclusive advertising on the microsite, while Seed designed custom co-branded rich-media banners to promote the microsite amongst readers.
Seed also customized Phyllotaxis, our online science news aggregator, with daily news feeds relating to the client’s campaign messaging and corporate social responsibility focus. The site displayed the client’s corporate messaging and focus in a design-driven, technologically innovative environment.
Results
As a result of the client’s sponsorship of a Seed-created program, a survey showed that a third of our readers associate the client with smart thinking and innovation.
84% of the readers felt that the sponsored feature was an ideas-driven, thought-provoking, and informative piece and 71% viewed the sponsorship as a good example of corporate citizenship from a science and technology company. 85% of the readers directly associate the client with Revolutionary Minds, as they recalled seeing the client’s ads next to the feature.
The custom microsite experiences an exceptional level of audience engagement, as evidenced by an average site visit time of 3.5 minutes - nearly 5 times the internet average. The success of the multi-platform Revolutionary Minds program has led to a renewal of the sponsorship for 2 years running.
