142,000 LinkedIn Video Views in 3 Weeks. How compelling creative built brand awareness and leads for SOPHiA GENETICS.
Background:
Sophia Genetics, an emerging leader in the detection of copy number variances (CNVs), came to GrayMatter for help solving a marketing challenge: their technology was complicated, but the benefit simple. How could we communicate that in an arresting way in a market dominated by large companies with media budgets to match?
Solution:
Taking into account a key attribute of the SOPHiA technology – the ability to detect previously undetectable variants in the genome – we created the campaign tagline, “What you’re not seeing can make the difference.” We recommended and developed a video campaign that showed how missing information can cause havoc in striking ways. Our research showed LinkedIn and Twitter were the perferred communication platforms utilized by our audience. Each execution featured a short video that was both visually and emotionally arresting, the large format we recomended stood out among the static images and standard banner sizes more widely utilized by competitors. The campaign is both unexpected and relevent, reflecting the brand attributes of SOPHiA. The CTA drove to a campaign-specific landing page to futher enforce the value of SOPHiA’s insight-driven data solutions and featured a short technical video and simple form for additional information.
Impact:
We broke the company record for Twitter impressions, over 4.5 million.
Other notable milestones include:
- 3 million Twitter users reached
- 1.3 million video views on Twitter
- 93K Twitter engagements
- 140 new Twitter followers gained
- 142K video views on LinkedIn
- 3.78% engagement rate on LinkedIn
- 25 LinkedIn lead gen forms submitted