Best Biotechnology Integrated Ad Campaign

The goal of this campaign was to communicate the benefits of the newly launched PCR thermal cycler, the ProFlex™ PCR System. This product is positioned as the best in class, high-performance thermal cycler. It is a much more user friendly device than other thermal cyclers on the market with wireless capability and modern design. Our integrated digital marketing campaign was integral part of this new product launch. Its main objective was to ensure the device’s quick adoption in the marketplace. In addition to creating a robust web landing page (lifetechnologies.com/proflex) that describes the product’s core benefits, we launched a multichannel digital campaign using search, display networks, social and email channels. This campaign had a well-integrated video and mobile app component that our potential customers could use to learn about this new device. Since launch in May 2013, this campaign has generated 83K web visits, 6K leads, 398K video views, 5K mobile app downloads and $5.8 million in revenue.

Contributors:

Senior Market Development Manager:	Chris Brotski
Leader, MCE Web Marketing:	Jason Jell
Web Marketing Manager:	Lena Flanigan
Senior Market Development Manager:	Melanie Kuderka

LIFE TECHNOLOGIES

Location: USA