Laboratory bottle fans? How DWK Life Sciences reached specific target groups on social media
Introduction
DWK Life Sciences is one of the world's leading manufacturers of high-quality laboratory glassware. As a newly formed company with a strong history, DWK Life Sciences faces the opportunity and challenge of reorganizing its marketing activities. In parallel with developing the overall brand, DWK Life Sciences wants to make new marketing activities as targeted as possible and find out even more about its customers. DWK Life Sciences' product range can be used across many industries and fields of application, so interest in the new target group information was high.
But what is the best way for a life sciences company without its own online store to get in touch with its target group?
Overview
Customer
DWK Life Sciences
Industry
Life Sciences & Healthcare
Zielgruppe
Services
Content Creation
Influencer Marketing
Resounding success and surprising feedback on the life sciences social media campaign
Marketers often do not receive any direct feedback on their campaigns. In this case, however, users explicitly commented on their excitement about this "ad". One user even took screenshots and re-shared the campaign on his own Twitter channel with the comment "Who knew a Facebook ad for lab equipment could be so iconic?" (See image below). Even more important, however, were the many conversations between real "lab bottle fans" among the social media life sciences ads.
Following the great success of the campaign, work is currently underway on the international roll-out. Further campaigns are being planned.
"The translation of the campaign for social media and the reaction of the target group exceeded our expectations. The social ads provided a platform for fans of DWK Life Sciences products and conveyed a positive feeling of understanding."
Dennis Beckedorf
Digital Marketing Manager at DWK Life Sciences
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