Celerion is a world leader of clinical research studies for pharmaceutical and biotechnology companies. We have partnered with Celerion for several years to create brand awareness, aid in participant recruitment for research studies, and help communicate the benefits of participating in a research study.
Project Objectives
During our most recent collaboration, Celerion realized their existing marketing efforts were targeting the wrong demographics, and we needed to shift our target audience to a younger demographic. With that information, we provided a marketing strategy focused on reaching a younger demographic by developing video content and reaching the audience through targeted Hulu and social media campaigns.
We created video and photo assets for each step of the participant’s journey: awareness, consideration, and decision.
Each video's style, format, and length varied based on the target audience and desired call to action.
Videos and photography in the ‘awareness phase’ were produced to catch the attention of audiences that might not yet be familiar with Celerion. Each video within this phase focused on the benefits and quality of life improvements each individual was able to make with the study stipend.
Videos in the ‘consideration phase’ were intended for audiences already familiar with Celerion and the clinical research studies they perform. Videos produced in this phase intended to answer common questions with easy-to-understand information and graphics.
Videos in the ‘decision phase’ were intended for audiences already familiar with Celerion and the clinical research studies they perform. Current and past participants were selected to give unscripted testimony on why they decided to participate in the clinical research studies.
