Fondazione Internazionale Balzan is a non-profit institution headquartered in Milan and Zurich, that awards four annual monetary prizes to people or organizations who have made outstanding achievements in the fields of humanities, natural sciences, culture, and for endeavours for peace and the brotherhood of man. The Balzan Foundation prioritizes innovative research in their awarding criteria, and half the prize money must be used for research projects involving early-career and young researchers.
The Balzan Foundation promoted their call for nominations with digital advertising across nature.com, enabling them to reach audiences across the breadth of scientific disciplines by featuring their message alongside a wide range of research content, as well as to showcase their prestige via brand association with Nature Portfolio.
Leaderboard and MPU (Mid-Page Unit) banners were used to advertise the Balzan Prizes across nature.com. The banners performed well, delivering an average of 0.39% click-through rate*, well above the average CTR for nature.com.
The banner ads received over 300 clicks.
Click-through rate (CTR)*: 0.39%
Impressions*: 82,478
Clicks*: 319
In my experience, it is quite difficult to communicate the Balzan Prize, because its themes are both varied and reserved for well-defined niches. The nature.com campaign we ran allowed us to reach our targets while maintaining the seriousness of its message, which also distinguishes the image of the Balzan Foundation.
Marcello ForestiThe Balzan Foundation
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