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Driving an already successful recruitment campaign to the next level
Case Study: AstraZeneca
Driving an already successful recruitment campaign to the next level
Industry
Pharmaceutical
Biopharmaceutical
Biotechnology
Objectives
Postdoc Recruitment
Awareness
Strategy
Branded content
Inside View

Background

Every year AstraZeneca runs a postdoc fellows recruitment program across their IMED Biotech unit. The program launched in 2011 and has grown to over 130 scientists. The company relies on the innovation that postdocs bring, so they need to reach a wide, international audience of potential candidates.

Objective

AstraZeneca was interested in raising awareness and engagement of their postdoctoral recruitment campaign to support the largest intake via its annual program. While it has proven successful over the years, our branded content format could provide them with a new format to reach a wide international audience.

Strategy

With the goal in mind to deliver a recruitment message across channels that eligible candidates trust, AstraZeneca partnered with Nature Research Custom Media to publish a conversation with their Chief Scientist, Nick Brandon. The Inside View Q&A format is one that our readers expect and enjoy, so it delivers value to the audience while also emphasizing the allure of the postdoc program.

A six week drive-to-site campaign utilized a mix of marketing channels to ensure the Q&A would reach the right audience. The marketing team ran highly targeted campaigns across nature.com in combination with off-platform acquisition via social media media advertising and email.

Extensive creative testing of the co-branded creative templates optimized traffic-driving and engagement to deliver higher results for AstraZeneca’s message.

Work with our team to publish your own Inside View.

Outcome

The resulting Q&A allowed the Chief Scientist of Neuroscience to clearly outline the benefits of the program on nature.com and in print. Engagement with the piece was very high, with an average of over five minutes spent on the article page. The marketing campaign delivered ~15,000 page views, with social media driving a significant portion of that traffic. Native ads that were served contextually and A/B tested, performed ~5x higher than display results. Users went on to explore related links, including job opportunities at AstraZeneca on Nature Careers.

Average time spent on page was 5:07

Inside View – nature.com

inside view on nature.com

Inside View – Print Version

Inside View - print example

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