BioIVT

Elevating Science®

BioIVT, is a global provider of biological specimens and value-added services. They specialise in control and disease state samples including human and animal tissues, cell products, blood and other biofluids for research and testing purposes.

The need to access a European market

Orientation Marketing began working with BioIVT’s US-based personalised medicine department, who were looking to expand the organisation’s reach in Europe. However, soon into the project, we incorporated the US regions into the campaign via a multichannel approach. Initially a brand awareness project, the project soon grew from covering various regions to various marketing objectives. Therefore, we were called upon to run lead generation campaigns alongside the more brand-based messages we were promoting to support top and bottom-of-the-funnel marketing conversions.

An extensive media plan

Our extensive knowledge of the media landscape positioned us well to be able to support BioIVT from the beginning. Throughout the year, targeted media placements were arranged and delivered as part of a comprehensive media plan, using the appropriate titles which were shortlisted to approx 60 titles, but also to support key events throughout the period. A range of e-blasts, digital banners and e-book and newsletter sponsorships, as well as a small number of full-page adverts within physical magazines, ran over the period of the campaign. All to ensure that the marketing team at BioIVT were hitting their product sales targets.

CD4+ Cells Explainer Video

Soon, it became apparent that an explainer video was required for BioIVT, initially required for an event, but then used across multiple channels. We set out to build an animated video in 4k, collaborating with BioIVT on creating the script and then turning that script into a storyboard that could produce up to three minutes of video content. The finished product can be seen below, with voiceover and supporting sound, which communicates complex manners in a simple way for BioIVT’s audience, which now spanned the US and Europe. We also provided additional deliverables for use on social media, such as short versions, social media resizes and stills, repurposing content in multiple formats so our client could maximise the investment in the project.