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Analtech's Adventures of Ana L'Tech Video
http://www.analtech.com/adventuresofana_hi_res.html
MarketingSherpa Summary:
Analtech was a well-established name in the laboratory equipment space, but needed to introduce the company's products to a younger generation of scientists. The solution: A six-minute video that combined elements of Monty Python and CSI to demonstrate their niche technology -- and the company's sense of humor. New tagline: "Brought to you by Analtech -- (Short A, people. Please grow up!)" They seeded the video on YouTube and other free video sites, and sent targeted emails to generate worldwide blog coverage that drove 40,000 views and tripled traffic to the company's website.
Agency: Delaware Film Company
Client/company: Analtech
Brand campaign was conducted for:Analtech
Launch date of campaign: September 2008
Target audience/demographic: Younger lab technicians and chemists at universities, pharmaceutical companies, research labs
Campaign Goal:
The primary goal was to introduce the brand to a wider and younger audience and create something that could be used in classrooms to make chromatography science both fun and relatable.
Creative:
A six-minute, Monty-Pythonesque video about one of the company's laboratory products. The production was a community event, using resources, actors, extras, costumes, and locations from the firm's region and industry.
Seed Strategy:
The team "premiered" the video at a networking breakfast held by the Delaware BioScience Association. The same day they posted the video to free video-sharing sites, including YouTube, FunnyorDie, and Vimeo. They also hosted the video on their own website, on a page that included tools to forward to a friend or share with social networks.
Pre-and post-launch email seeding included messages to their house list, and free and paid placement in selected industry email newsletters. They also purchased print ads in relevant trade journals directing people to the video page on their website.
Buzz Generated:
The video was picked up by more than a dozen science-related blogs and websites, including Wired, Laboratory Equipment, and Scienceblogs.com. For example:
http://www.wired.com/wiredscience/2008/09/video-monty-pyt/
http://www.coronene.com/blog/?p=457
http://www.laboratoryequipment.com/blog-its-viral-season-ct81211.aspx
The exposure started a host of comments that allowed team members to interact directly with potential users and answer questions about everything from the company's name to the details of the product.
Specific (Goal-Related) Campaign Results:
The video has been watched more than 40,000 times -- a huge number for a small, science niche. Those viewers have come from more than 95 different countries.
The impact of the exposure was immediate:
- Visits to the company's website more than tripled in the first month
- Web site traffic now averages about twice the level it was prior to the viral video
- The team was invited to show the video and give a presentation on thin-layer chromatography in two local science and technical schools.
They've also seen a marked increase in the amount of interest in their company and products, as well as a significant increase in international sales (which have grown more than 30% in the past two years.)
Additionally, where the focus on the company by blogs in the past was limited to the company name, they now have a completely different image among many of those same bloggers.
Biggest Lesson:
Don't try to shoot two days worth of video in one day (fortunately, we filmed on the longest day of the year, but we probably should have planned on a two-day shoot).
The biggest surprise is that so many months later this video is still getting discovered by new people and it is still generating quite a bit of excitement -- it's also been a great source of bonding for ALL who were involved (U.S. Congressman, State Treasurer, local talk show host, executive director of the World Trade Center, etc.). All who participated still talk about the experience of making new friends and being part of something so exciting.
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