2022

Killer Content Awards

Category: Social Amplification

The Syllabus:

Thermo Fisher Scientific is the global leader in scientific instrumentation, reagents and consumables, and software and services to healthcare, life science and other laboratories. The 2021 “Love Your Cells” initiative put scientists and their admiration for cells at the center of its campaign. It features experience-driven content that is viscerally emotional at the core, with content that could be developed and owned by both the scientists and by Gibco. The mission was to make the campaign an extension of customers’ personal brands as scientists.

Lesson Plan:

“The Art of Cells” became the digital experience shared between half a dozen cell scientists who were paired off with world-class artists. These cell scientists shared their passion for cells and the details of their work in a written letter to their cells. The artists then translated the science into an artistic expression! Their work led to the battle against cancer and its immune system transformed into a beautiful melody. One of the artists wrote a poem about the future of overcoming cancer in underserved communities of color. They even knitted the first stages of life into an embroidered sculpture.

The campaign ran across platforms such as YouTube, digital display, programmatic display, email and both organic and paid social media (Instagram, Twitter, LinkedIn) — with artist and scientist profiles, as well as all documentary videos and artwork housed on the Gibco Cell Culture content hub.

Report Card:

The “Love Your Cells” campaign has been well received by the scientific community:

  • Nearly half a million video views (and climbing)
  • Video engagement averaging 70%
  • Exponential growth in social media reach, sharing and engagement

 

Report Card:

The “Love Your Cells” campaign has been well received by the scientific community:

  • Nearly half a million video views (and climbing)
  • Video engagement averaging 70%
  • Exponential growth in social media reach, sharing and engagement