Client
CAS
Industry
Technology
Tags
Brand Management, Performance Marketing
Increasing Brand Awareness and Lead Generation through Targeted Meta Ads and Localised Digital Campaigns
+200%
Brand Awareness
+150%
Search Visibility
+50%
Click-Through Rate
Introduction
Chemical Abstracts Service (CAS), a division of the American Chemical Society and a global authority in scientific information solutions, faced a uniquely complex challenge in Korea - While its products such as SciFinderⁿ and CAS STNext were globally recognised, their awareness and adoption among Korean researchers remained constrained by linguistic, institutional, and cultural barriers. Most academic professionals relied on domestic platforms or intermediated procurement, limiting direct brand engagement.
To bridge this gap, CAS teamed up with expand k to devise and execute a localised digital marketing programme focused on Meta Ads. The initiative sought to strengthen brand visibility within Korea’s scientific community, enhance direct engagement with researchers, and establish a scalable digital foundation for CAS’s regional communication strategy.
Challenges & Objectives
For B2B and scientific brands like CAS, Korea presents a distinctive challenge: its digital communication landscape is heavily fragmented and platform-specific. While CAS enjoyed strong credibility within global academia, it lacked visibility among digital-first researchers and technical audiences accustomed to localised content and Korean-language user journeys.
The campaign’s primary objectives were to localise CAS’s digital communication touchpoints, test Meta Ads performance in the Korean market, and generate measurable engagement through precision targeting and creative adaptation. The project also aimed to establish a foundational framework for future digital activities in the APAC region.
Activities
expand k devised and implemented a data-driven Meta Ads programme spanning awareness and engagement campaigns. The scope included Korean landing page localisation, ad creative and copy development, ad group segmentation, and ongoing optimisation.
Three campaigns were launched across Meta’s ecosystem, each supported by multiple ad creatives and audience clusters to maximise reach and engagement efficiency. Daily campaign monitoring, bid adjustments, and creative testing ensured performance consistency. All activities were reported and visualised through Google Looker Studio, providing CAS with full transparency on KPIs, budget utilisation, and audience response trends.
Results
The campaign achieved a measurable uplift in CAS’s brand awareness and user engagement within Korea’s scientific and technical community. Localised creatives and messaging delivered improved click-through and engagement rates, while the continuous optimisation framework ensured cost efficiency and audience retention throughout the two-month activation.
Through this initiative, expand k successfully laid the groundwork for CAS’s long-term digital presence in Korea, transforming an initial market test into a scalable, data-backed marketing model capable of supporting CAS’s broader regional objectives.