ABOUT

Launch date: January 2012
Aim
Kern, a precision scales manufacturer, wanted to build its brand, differentiate itself and grow market share within the science and education sectors.

With millions of schools and laboratories around the world to reach, Kern faced the challenge of a highly crowded marketplace and a disinterested media. The budget restrictions were present too, the spending set at GBP 10,000 only.

After conducting in-depth data based research into education and science influencers - delving into scientific theories on weight and measurement - a Gnome Experiment was created– a global research project aimed at proving the scientific theory that gravity varies from place to place affecting weight.

By combining little-known gravitational science theory and using a travelling garden gnome, the global conversations were sparked.

Gnome Experiment campaign took Kern from laboratories and schools into people’s daily lives. Millions learned about gravity, tens of thousands shared the content, and thousands volunteered to take part.


Project Timeline:

Week One after launch:

16,386 websites linked to Kern's Gnome Experiment
News, science and education shows globally ran dedicated Kern segments
Gnome Experiment saw 52,425 views, with a new participant enlisting every 20 seconds
By Week Two:

Coverage reached an audience in excess of 355,378,000
Analytics revealed coverage reached 152 countries.

1042% ROI achieved based on new distributor sign-ups alone.

Schools around the world added Kern's story to the curriculum
The experiment became a TED talk.

Business outcome

Kern’s Gnome Experiment became a global sensation. Making science accessible and building Kern’s brand reputation globally, it:

1. Drove sales:

Product sales to target groups increased by 22%
2,200 former customers got back in touch
1,445 new leads generated: 40% schools, 25% scientists

2. Generated conversations: Kern and its USP were debated amongst scholars, scientists and the public across all media. Its experiment increased understanding of the issues of gravity and weight measurement reaching an audience of 350 million+. Corporate website visits increased 256% and Gnome Experiment volunteers ranged from schoolchildren to internationally acclaimed scientists.

3. Raised awareness: Globally, people became enthralled by the Gnome Experiment as it brought science to life. Kern drew the attention of popular science publications, national newspapers, influential online publications, broadcast news and social media. For example: New Scientist, Fox News, BBC, the Metro, Le Monde, Straights Times and National Geographic, etc.