Hero Science Digital Campaign Details

1. 1 Proprietary & Confidential
Invitrogen Science Hero Awards: Overview
Objective: Creating a global brand awareness campaign that honors our customers
contributions to science with a mix of serious and fun awards given via peer nomination
and voting.
Goal: Strong global participation in digital campaign and live event.
• Honoring the Unsung Heroes in the Lab

2. 2 Proprietary & Confidential
Science Heroes Value Proposition
9 categories
A mix of serious
and fun to
recognize the
unsung heroes
via peer
nomination and
voting
Recognition
Custom
designed award
presented to
winners. Peer
and public
recognition via
social media.
Global Reach
Program open to
all geographies
except where
prohibited (GC).
Unique: Optional
award for HCPs
and Government
officials
Honor winners with an event - held during the Society for Neuroscience

3. 3 Proprietary & Confidential
Science Hero Award: Digital Marketing Campaign Visuals
Display ads
Nomination and voting emails
Website
Nomination and
voting videos
Paid ads (LI and FB)
Organic
content
Invitations
Custom award
Step and Repeat

4. 4 Proprietary & Confidential
Celebrating our Customers: Digital Campaign & Live Event
Nominate Vote Attend

5. 5 Proprietary & Confidential
Campaign Details
• Planning in March with the first execution in August
• Create the award
• Secure a venue – SFN and Hyatt Regency
• Develop a booth interaction
• Create invitations and giveaway for the event
• Post-show; recognition, fullfilment
• Heavy digital and social campaign to drive awareness
• New creative
• Custom website (new platform)
• Emails
• Social media (paid and organic)
• Display ads
• Video
• Internal banners
• Sales & TSS communication

6. 6 Proprietary & Confidential
Nominations and Finalists Across the Globe
• 225 nominations from over 30 countries - 33 finalists from 12 countries

7. 7 Proprietary & Confidential
23,000+ site visits
6.55M impressions
225 nominations
32 countries
CPC $0.36
151 event attendees
467 polaroids
33 finalists
CTR 0.4%
9 winners
480 invitations
Budget
Allocation
Invitrogen Science Hero Awards in Numbers