The End of the Weld

CPC is the #1 fluid connector brand. A large portion of their business provides connectors for biopharmaceutical processing and cell and gene therapy. Traditionally, when companies build fluid delivery systems, engineers use tube welding to connect tubes. But this method comes with safety risks, inefficiencies and costs. With the launch of MicroCNX™, an aseptic micro-connector, CPC created a safer, more efficient and more cost-effective connection solution that would put an end to antiquated tube welding forever.

Knowing the launch of MicroCNX™ would revolutionize the market, we used a teaser campaign to start building interest. Our message— It’s the end of the weld—encouraged inquiry and trial adoption. Digital ads drove viewers to a landing page, endoftheweld.com, where they could sign up to be the first to know about product information. The page featured a clock counting down to the end of the weld and the introduction of MicroCNX™. As the date approached, we changed content on the page to include gamification. Upon launch, we revealed the product name and its game-changing benefits. Launch included video, tradeshow marketing and sample kits. The results: over 38 million impressions, nearly 100,000 website visits, 1,173 leads and 133 pipeline opportunities.

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