908 Devices

908 Devices makes highly advanced biotech instruments that allow scientists to access critical bioprocessing data easily. With a growing product line and focus on the life science and field forensics vertical markets, they are a mission-driven team aiming to bring cutting-edge analytics tools to broader audiences.

The 908 Devices marketing team approached Less And More with a unique challenge. They were preparing to launch two breakthrough instruments designed to serve similar market segments in dramatically different ways in the same calendar year. Each would need its own independent but related creative campaign. They needed to draw attention to each product and help message their unique differences while positioning them in a way that supported sales of both. Most importantly, the first product was due to be announced at a trade show happening in eight rapidly approaching weeks.

We were tasked with developing campaign strategies, creative concepts, and a full suite of assets for both launch efforts, starting with the first product, MAVEN. Marketing deliverables included advertising, social, email campaigns, trade show support, collateral materials, and video development.

We began by leading the 908 team through our strategy phase, including discovery interviews with internal stakeholders, an interactive group session, follow-up reviews, and ultimately the articulation and refinement of a strategic framework that would serve as the foundation for creative development. Our process helped us identify the most valuable areas to focus our creative efforts for MAVEN, understand how it could coexist with the following product in the pipeline, and establish crucial early alignment between the product and marketing teams.

Next, we leveraged our campaign strategy to develop multiple creative directions for evaluation. We explored broadly within our established strategic parameters, presenting three unique directions in rough. We facilitated creative reviews, gathered feedback, and evolved the selected direction (which earned an immediate enthusiastic response), before moving quickly to build out our various deliverables.

A phased master launch plan kept our ducks in rows, swimming between email, social, and PR channels to tease the launch and drive our target audiences to webinar sign-up pages and trade show events in Florida and California. The initial response exceeded expectations. Our email open rates topped industry standards, and the concerted pre-launch marketing led to more qualified leads than 908 had attracted with any previous campaign.

MAVEN received steady interest and ongoing sales inquiries as the campaign rolled out. The 908 Devices team declared the launch a success and that they had never experienced such a smooth and easy process as they did with our stellar crew. Positive feedback came from the highest levels of leadership, and we were explicitly praised for our responsiveness and attention to detail at such an important and potentially stressful time for the company.