Company: Thermo Fisher Scientific
Company background: Thermo Fisher Scientific is the world leader in serving science. Our Mission is to enable our customers to make the world healthier, cleaner and safer. Our global team delivers an unrivaled combination of innovative technologies, purchasing convenience and pharmaceutical services. Whether our customers are accelerating life sciences research, solving complex analytical challenges, increasing productivity in their laboratories, improving patient health through diagnostics or the development and manufacture of life-changing therapies, we are here to support them.
Contact: Sarah Simmons
Title: Social Media Manager - Community Lead
Related URLs: https://www.thermofisher.com/us/en/home/connect-to-science/be-inspired.html
Kudos Category: Best-in-Class: Social
1. Tell us about your unique marketing campaign and/or promotion as well as your goal and key strategies.
"This is How I Science" is a video series featuring an incredible group of six Black scientists discussing the fieldwork that they’re doing, the challenges and the obstacles that they face, and what it feels like to be underrepresented in the scientific community. The goals of this campaign were to promote diversity and inclusion in the science community, provide Black scientists with a platform where they could reach a broader audience, and improve brand sentiment.
2. Share your plan with the target audience and how your digital technology (e.g. social media management platform) helped drive success for the campaign.
Our key strategies were to promote the videos via social channels and promote use of the hashtag #ThisIsHowIScience. We used our digital technology for social listening and social promotion to help reach a wider audience and drive success for the campaign.
3. What were the results? Tell us how it helped you seize new revenue stream opportunities, serve customers, protect your brand and/or grow your business (increased subscribers, engagement increase, increased awareness).Please include metrics if possible.
The TiHIS campaign well exceeded our goals. In the first four weeks alone, the videos received over 120,000 views across all social platforms, 70,000 engagements on social posts, and over 1,800 engaged visits to the site.