Best Biotechnology Online Campaign, Best Science Online Campaign, Best Technology Online Campaign

The goal of this campaign was to reinvigorate the Invitrogen brand name in the scientific community and to introduce it to a whole new generation of scientists through a product-agnostic/laboratory first focus. The 9 categories chosen for this inaugural award were a mixture of serious and fun and scientist and non-scientist because there are many people that contribute to the overall success of the lab. This campaign was mainly digital in nature and constructed in three parts: campaign awareness/open nominations, peer voting, live award presentation. The goal for each portion was slightly different, for part 1, our goal was to hit 45 entries, 5 nominations per category. Part 2, peer voting, our goal was to hit 2,000 votes cast, and for our Periscope live award presentation, our goal was for the finalists to view the broadcast, so a minimum of 27 people.
We created a special globally accessible landing page, through the use of the Engage Sciences platform, (www.thermofisher.com/sciencehero) that in part 1, allowed for nominations, then it switched in part 2 to a peer voting forum, and in part 3, we utilized Periscope and Twitter for the live presentation of the awards in 3 pre-advertised time slots. We created the #ScienceHero in order to track the buzz via social networks prior to the awards event and had a in-booth experience at Society for Neuroscience 2015 in Chicago, where people could dress in costumes, wear capes, and write signs and had polaroid images taken and given directly to the attendees and used #ScienceHero as a means to see the images. Throughout the campaign, we employed posts across Facebook, LinkedIn, and Twitter, utilized display ads across those networks, and sent out 2 emails to our global audiences (except for China).
Open nominations and peer voting ran for a total of 7 weeks, and the responses that we received blew us away. Not only did we far surpass our goals for this inaugural event, the number of multiple nominations received for individuals in award categories, like Behind the Scenes, was amazing to read; it was as if scientists were looking for a way to recognize the “unsung heroes” in their lab, especially the non-scientist contributors .
From launch (open nominations) August 4, 2015 through October 7 (close of peer voting), this campaign generated 225 nominations, 6.55M impressions, 23K+ web visits, 33 finalists (alternates were included), across 32 countries.

Contributors:

Market Development Manager::	Mark Barrett
Senior Marketing Development Manager:	Suzanne Kongkeo
Leader, Digital Marketing:	Jason Jell
Digital Marketing Manager:	Marie Morgan
Marketing Development Manager:	Hong Van Le
Creative Art Director:	Ryan Savalle
Creative Writing Director:	Jeff Berkwitz
Creative Writer:	David Klowden
Legal Team:	Julie Eskanazi

THERMO FISHER SCIENTIFIC

Location: USA