The Engineering Quiz

Encouraging engagement with semiconductor test engineers

Challenge

National Instruments (NI) was looking to reach semiconductor testing professionals at only the top companies in China to promote their world-class testing products and services. A narrow list of companies meant that we had to run a very focused campaign. 

Actions

Brandigo launched a mixed demand generation and Account Based Marketing (ABM) program.  

To engage with the target audience Brandigo created an engaging online quiz to test semiconductor knowledge, tapping into the interests of the target engineers. The quiz was built as an online experience for China WeChat users, who could quickly and easily share their results with their friends, all in the Chinese digital environment. 

The quiz was promoted through trade media and directly to target engineers, through email and WeChat channels.