Challenge
For decades, the Promega brand enjoyed a deep connection among its audiences, yet one segment remained elusive: young ( Gen Z) 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 relationship of product offerings. GenZers demand that companies hone their ability to see every scientist for who they are — a complex person with emotional needs in a stressful academic environment. To truly foster meaningful relationships with Gen Z, Promega needed to prove that they could 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 deep behavioral research. These conversations manifested in a campaign strategy that supported a robust platform to build an engaging program for Promega to capture the hearts and minds of tomorrow’s academic scientists.