Following several chemical business acquisitions, Honeywell was eager to connect and build a global identity among the scientific research community – many of whom were unfamiliar with the Honeywell brand.
We immediately began formulating a brand strategy, identity and awareness launch campaign, infused with the company’s strength and vision. Using the ‘universal global language of science’, we developed ‘discover the perfect formula’ – an identity complete with chemical symbols to represent Honeywell’s core values. This new identity illustrated the coming together of the Honeywell-owned chemical brands.
To support the campaign, we produced content for regional markets, including print ads, digital displays and social media. Working with targeted trade publications, we also created surveys, webinars and lab reports to engage different sectors of the chemistry community. The campaign generated over 40 million digital impressions and a print reach of over two million.
From the webinars, surveys and gated content alone, Honeywell attracted over 5000 qualified leads, as well as 50+ account registrations from PPC and 3,500+ Google goal completions.
