Selling Chemicals in Cyberspace

A major American chemical company wanted to change its perception among one of its key audiences – consumer products and industrial designers. It wanted the spotlight on the applications and solutions that its chemicals could help provide – turning its chemicals from commodities into sources of inspiration.

Executives wanted a fast and easy way to reach hip, tech-savvy designers and they wanted to tie the campaign into the launch of a new company-wide corporate branding initiative.

Forge consultants suggested a focus on relationships, turning the tables on a decades old myth that mid-sized design agencies couldn’t work with chemical giants.

We turned to the Internet and storyboarded and shot a series of video vignettes highlighting how designers around the world had used the company’s specialty chemicals to create award-winning concepts and top-selling designs. The videos were rough cut, one-on-one interviews focusing on the challenge/solution of some of the top collaborative efforts. The vignettes were spread virally via YouTube and Forge consultants created a microsite heralding the program and inviting other designers to join in on the fun.

YouTube hits went through the roof. And the client was ecstatic.