Thermo Fisher Scientific: Mol Bio Quiz

Thermo Fisher Scientific had an existing campaign that needed a spark. With our help, they discovered that the campaign needed more personality to make a connection with the intended audience.

Challenge

The Fit for Discovery campaign had been running for several months and needed a refresh. The pandemic had disrupted in-person events, highlighting the need for a new and user-friendly approach for both online and in-person audiences. Our job was to inject new energy into the campaign while keeping it in line with its five technique-based themes, while appealing to academic and biotech audiences.

SERVICES

• Campaign Creative
• Quiz Logic & Design
• Activation Strategy

Solution

To address the challenge, we built an interactive personality quiz with five distinct personas, each representing one of the five technique-based pillars of the Fit for Discovery campaign. We linked these personas to the five nucleobases (ACGTU) that form DNA, integrating the respective pillar colors and watermarks from the Fit for Discovery campaign to emphasize the molecular biology connection and reinforce the link to the campaign pillars.

What made this quiz truly stand out was its ability to strike a perfect balance between being informative and entertaining. It combined psychological insight with a touch of playfulness, providing participants with a relatable and engaging experience that resonated on both personal and professional levels.

This initiative wasn't just about a quiz; it was part of a larger campaign strategy. Thermo Fisher Scientific sought to position itself as a committed partner in nurturing more effective and efficient laboratories. The overarching goal was to convey that their dedication extended far beyond product sales. They were invested in helping labs succeed, from cultivating positive team dynamics to facilitating product adoption.

To launch this activation campaign, we employed a strategic approach. Internally, sales teams were equipped with promotional materials, while externally, we encouraged user-generated content (UGC) on social channels. Customers were invited to share their insights on molecular biology research, tagging their posts with #MolBioResearchStyle. In return, they received a complimentary ACGTU enamel pin. This approach garnered significant attention and popularity within the community.

The Effect

Since its launch, the personality quiz has been translated into multiple languages and adapted for various regions, with different versions catering to a global audience. This was followed by the execution of nurture campaigns, influencer partnerships, and promotions. Collectively, these initiatives have significantly boosted engagement within the molecular biology community, directly contributing to 23 percent of the business unit’s new contacts in 2023. Thermo Fisher used the campaign content for their first social influencer pilot, garnering more than 200 new contacts in the first week. And plans are in the works for incorporating the campaign and quiz into the second season of the Speaking of Mol Bio podcast. In these ways and others, the campaign has helped reinforce Thermo Fisher Scientific as a leading player in the field, fully committed to fostering strong connections with its audience and continuing to drive success in its marketing objectives.