Promega
Building Authentic Connections with Young Scientists
What we did:
Qualitative research · Insight development· Message strategy and development · Experience engineering · Creative strategy and development
Challenge
For decades, the Promega brand enjoyed a deep connection among its audiences, yet one segment remained elusive: young scientists in academia. In order to form a more meaningful bond with the future generation of academic scientists, Promega needed to articulate a clear and authentic message that would resonate with this generation’s unique profile and mindset.
Insight
When it comes to connecting with the youngest scientists, this generation demands companies go beyond a superficial or transactional relationship. Millennials and GenZers who study science demand that companies hone their ability to see every scientist as individuals first: rich, complex people with emotions, striving for excellence in the stressful academic environment. To forge a meaningful and long-lasting brand relationship this audience, Promega wanted to support young scientists in a more multi-dimensional way, in response to the challenges they face at this pivotal time in their careers.
Solution
In order to form new, deeper bonds with the future generation of scientists, we helped Promega articulate a unique and strong narrative and messaging strategy rooted in behavioral research that manifested in a strategy that manifested in a new program for Promega to capture the hearts and minds of tomorrow’s academic scientists.
“From the moment we began our collaboration with LINUS, I knew we had some of the best and brightest strategists dedicated to a project that meant a lot to our team. Not only did their creative integrity meet our needs, but they kept the soul of the project — our customers — at heart. I could not be more thrilled with this partnership.”