The situation

This giant life sciences company had spent decades doing something most companies only dream of - acquiring businesses across life sciences and diagnostics and turning them into world-class operations. The portfolio was extraordinary. The results were real.

But previously it had never promoted itself as a brand. As a holding company, visibility wasn't the point. The businesses they owned carried their own brand names, while the parent company stayed in the background. That was about to change.

With a strategic ambition to be recognised as experts across the life sciences and diagnostics arena, this multi-billion dollar company faced a problem that their financial performance couldn't solve: the scientific community - researchers, lab directors, decision-makers across the innovation ecosystem - had never heard of them.

You can't be the expert in a field if the field doesn't know you exist. And this was not an easy audience to reach. Closed, sceptical of marketing, and not looking for - because they didn't know to look.

What we did

We built a curiosity-led, multi-phase awareness programme designed to reach an audience that wouldn't respond to a conventional brand launch.

Rather than announcing them outright as a brand, we asked questions about them. Bold, open questions about their impact, designed to spark curiosity and pull decision-makers toward purpose-built landing pages where the story could unfold on their terms.

High-impact visuals ran across DOOH, display and web. Social media designed films with strong narrative hooks reached decision-makers on LinkedIn - the one channel where this audience was reachable. Every element was designed to feel native to the scientific community, not like a corporate brand announcing itself.

The result

A campaign that built from zero to visible - fast.

30 million+ campaign impressions

3,152% increase in brand search volume

209% lift in site conversions

"I am thrilled to have you work with the team – you know the playbook, exactly what I am looking for and always deliver high quality product. Exciting!”

Chief Communications Officer.