BD Horizon RealYellow™ and RealBlue™ Reagents
Multi-phase product launch marketing campaign.
launching a family of laser-specific reagents
BD needed to raise awareness of the bright, laser-specific BD Horizon RealYellow™ and RealBlue™ Reagents in anticipation of their respective product launches. Our goal was to introduce the new features of this family of reagents, while reminding high-parameter flow cytometry users and flow cytometry service providers of BD’s long history in advancing and innovating flow cytometry and cell analysis.
analytics
strategy
creative
engagement
website design
management
a cohesive multi-phase campaign
BD Horizon RealYellow™ and RealBlue™ Reagents launched one after the other. That meant we needed bright, attention-grabbing creative that would stand out on its own, but feel cohesive as a whole.
stand-out reagents deserve outstanding creative
We launched BD Horizon RealYellow™ Reagents with bold, eye-catching creative that invited researchers to “Make their Mark” with the new possibilities unlocked by these reagents. We followed up with “Breakthrough with Blue” for BD Horizon RealBlue™ Reagents, a variation that maintained the bold feel while still managing to feel exciting and fresh.
a scroll-stopping video
We worked with a 3D artist to create promotional videos that capture the exciting, cutting-edge feel of the BD Horizon RealBlue™ Brand.
a product family landing page
We designed a landing page to support the BD Horizon RealYellow™ and RealBlue™ Family of reagents, and expanded it as new members of the family launched.
catching the right eyes with the right creative
We supported each launch with a wide variety of materials, including static and animated banners. We also developed an email drip campaign that drove customers to the product landing page, and built excitement for the reagents still to come.
diving into vivid detail
We also worked with BD to provide technical sales documents, helping empower their sales team to explain the distinctive features offered by BD Horizon RealYellow™ and RealBlue™ Reagents in depth.
award-winning creative
This eye-catching campaign was recognized with a silver Muse creative award.
