Versioned Advertising: LabVantage
Use industry-targeted ad campaign to position client as leader in navigating digital transformations.
As one of the world’s top Laboratory Information Management Systems (LIMS) providers, LabVantage Solutions knows what it takes to help companies leverage their data for faster, smarter decision-making.
But their digital transformation expertise goes further than that. In business since 1981, LabVantage has a deep, front-line understanding of the industries that they serve: pharma, biobanking, diagnostics, food and beverage, oil and gas, and more. Their experience runs deep in each of these verticals, making LabVantage more than software providers—they are true partners in their customers’ success. And when it comes to digital transformation, they provide the hands-on support and expertise that those clients need.
Their challenge? To communicate LabVantage’s ability to navigate digital transformation—whether customers were starting in just their labs or across their enterprise digital ecosystem.
That’s where Brandwidth Solutions came in. As a close partner to LabVantage for more than five years, we understand their needs as well as they understand their clients—which means that we had everything we needed to build an impactful thought leadership strategy centered in advertising.
To position LabVantage as both a conversation-driver on the topic of digital transformation and an expert on the specificities of each industry they serve, we developed a flexible and integrated advertising campaign around a unifying central theme.
THE CENTRAL THEME
Journeying through digital transformation
Against a starry night sky, we designed industry-specific visuals to communicate the theme of navigating by constellations—positioning LabVantage as the capable navigator for their clients’ complex digital transformation journeys.
The constellation image helped thread each ad to all campaign elements, giving prospects a streamlined and coherent experience, no matter their entry point.
Versioned ads by industry
LabVantage knows the journey is different for clients in pharma, food & beverage, biobanking, oil & gas, and more. So we versioned ads by industry, targeting the challenges of each with LabVantage’s industry-specific capabilities. Then we found targeted trade publications to reach each desired audience and built a comprehensive media plan.
But what’s an ad without action? For that, we offered thought leadership.
Thought leadership designed to drive the conversation
An in-depth, 4,000-word white paper that explores the risks and opportunities of digital transformation was the core of this campaign. The white paper deconstructs the concept of digital transformation, outlines the reasons for taking the journey, and includes three real-world examples of transformations it lead with clients: one from a digital pioneer biotech company, one from the consumer goods industry, and a third from R&D in the chemicals industry.
Ads—print and digital—to reach prospects where they are
To generate high-quality leads by driving traffic to the white paper, we planned an integrated, multi-tiered ad campaign that ran across several strategic platforms. The campaign featured: