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Hologic
Panther Fusion Campaign
Developing and delivering an impactful social media campaign to generate valuable sales leads, utilising advanced 3D animation techniques to create assets that would otherwise have been inaccessible.
Hologic is a global champion of medical technology with a focus on women’s health, empowering people to live healthier lives everywhere, every day, through early detection and treatment.
This social media campaign focussed specifically on the Hologic Panther Fusion system. Building on the Panther system; a fully automated testing platform with true sample-to-result automation, adaptable workflow options and a consolidated testing menu, the Panther Fusion represents the next step in the legacy of Hologic molecular testing innovation.
TMC were tasked with developing and delivering an impactful social media campaign to generate valuable leads for the sales team at Hologic, based on their defined target audience.
The Results
428k social media impressions
43k video views
+261 new LinkedIn followers
The Solution
Through a series of development sessions, we evaluated where Hologic sat within the market and their unique selling points (USP’s) within their competitive set. The Panther system’s ability to enhance workflow flexibility was identified as a USP and from this, the campaign was developed around the lab’s ability to ‘Keep on Running’ with the Panther Fusion system.
Qualifying that LinkedIn and Twitter would be the most relevant platforms to disseminate valuable information, we created a campaign that utilised the organic reach of the Hologic accounts, alongside a highly targeted sponsored campaign to bolster the results. Using the targeted metrics within LinkedIn, Campaigns Manager allowed for bespoke information to be served directly to relevant organisations and key stakeholders, therefore increasing the relevance and value of each engagement.
The dynamic, visual content for the campaign was concepted and developed by our in-house 3D Visualisation team. By creating a versatile 3D model that could be animated, we were able to create assets that allowed the visuals to be used in environments that would have otherwise been inaccessible. The result of this was a series of versatile and impactful visuals.
“We have worked successfully with the TMC team for many years. They are quite literally perceived as an extension of our marcom department – they are incredibly responsive and understand our products, services, company goals and vision.”
Carol Smith – Senior Marketing Communications Manager, EMEAC, Hologic
To ensure the user journey from social media through to the Hologic website ran smoothly and met key conversion targets, TMC built a bespoke landing page containing relevant content to ensure initial entry facilitated a deeper site crawl. Not only did this add further value, we were also able to track user interactions on the page to further enhance call to actions and increase visibility of the content.
What next?
Are you looking to develop a comprehensive and impactful social media campaign?
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