Client: Abcam
Year: 2024
B2B & Science | Advertising | Performance | Design | Marketing
A campaign that challenges the way scientific research products can be marketed
Summary
Antibodies are a vital part of experiments in the life sciences, and selling them to scientists is a multi-billion dollar industry.
Abcam is a leader in this field.
To fuel their next stage of growth, Abcam wanted to connect with their customers in a new way: by building an emotional connection to their brand.
We were challenged to develop a commercial proposition that resonates with a highly rational audience, and bring this to life in a differentiating way.
Objectives
- A new commercial proposition that connected both rationally and emotionally with the consumers.
- Use this new proposition as the basis for an advertising campaign for antibodies, Abcam’s biggest product line.
Strategy
Proposition: Keep research moving forward
We drove a three month research, strategy and testing process with Abcam.
We learnt about the pressures that come with life as a scientist, and the passion people bring to their work to overcome them. We heard how frustrating it is when experiments slow down, and how good it feels when you achieve momentum.
We concluded that what scientists look for in products is reliability, consistency and quality that keeps their research moving forward.
Our idea
Almost all marketing to scientists is purely rational.
To stand out, we needed an idea that showed Abcam both emotionally understood its customers and had the products and expertise that can help them.
We developed the idea of a checkbox to-do list, showing what scientists put into their work, landing on a proof point that shows Abcam's antibodies will keep them moving forward.
The campaign rolled out across paid social and display, alongside sales activation materials, and customer merchandise.
Following successful results from the launch of the ‘Checkboxes’ creative platform, we created a follow-up campaign, this time for immunoassays.
We connected key product points with insights about the working life of scientists, in a digital campaign driving consideration and purchase, rolled out across paid social, display, video and sales collateral.
Video content
We created two videos: one intended for customers and another for the internal team, connecting the two audiences to the campaign.
Printed collateral
Internal launch
To create buzz about the campaign inside Abcam, we created a series of copy lines tailored to placements in their office and for merch to hand out.
