Best Biotechnology Integrated Ad Campaign, Best Technology Integrated Ad Campaign

The goal of this campaign was to drive trial and adoption of Lipofectamine® 3000, a versatile transfection reagent with up to 10-fold higher transfection efficiency in difficult-to-transfect cell types. Our integrated digital marketing program was key to driving trial and adoption via free product samples. In addition to creating a dynamic web landing page (lifetechnologies.com/3000) that describes the product’s core benefits, we launched a multi-modal digital campaign using search, display networks, social and email channels. This campaign had well integrated customer testimonials and video components that potential customers could use to learn about this new reagent. Since launch in February 2014, this campaign has generated 130K web visits, 13K sample requests, 23K video views, and $3.6 million in revenue.

Contributors:

Global Market Development Manager:	Amrik Basi
Leader, MCE Web Marketing:	Jason Jell
Digital Marketing Manager:	Lena Flanigan
Senior Market Development Manager:	Melanie Kuderka
Web Designer:	Nick Fargher
Market Development Manager:	Marie Morgan
Creative Team:	Gustavo Peralta
Creative Team:	Ryan Savalle
Market Development Manager:	Sunshine Makarow
Account Manager (Adobe):	Paige Burton

THERMO FISHER SCIENTIFIC

Location: USA