How do you sway skeptical scientists from a tried-and-true method of cleaning DNA samples? You challenge them! We created the Take the Challenge lead-generation campaign to push researchers out of their comfort zone, and experience a better way. Some say scientists don’t respond to advertising, and to that we say “phooey” (respectfully, of course). Even the most data-driven scientists will respond to compelling messaging if it’s supported by facts. The key was to present the challenge in a “non-scientific” and highly creative way to get their attention and trigger an action. It must have worked; more than 500 leads were generated by our integrated campaign through a calculated combination of online, traditional, and social media. Who says advertising isn’t an exact science?
