It’s safe to say that no one saw 2020 coming. When the pandemic struck, the entire world was taken by surprise. Sudden mandatory quarantines left people, businesses, and communities worldwide scrambling.

One thing that the pandemic made clear, however, is the importance of research. The world needed researchers working on a cure for COVID — and beyond that, critical research into other cures and treatments needed to progress. Because it takes time to establish lab protocols and observe results, even a two-week shutdown could potentially set scientists back months.

Naturally, the research world, like the rest of us, needed a solution. Transnetyx offers a variety of automated services, such as genotyping, colony management, and genetic monitoring to help researchers outsource necessary tasks. Now that staffing was limited and labs were creating new protocols, their service was more valuable than ever.

So Transnetyx turned to inferno to help them find the best way to reach out to labs. Our team worked with Transnetyx to identify key scenarios that labs may be facing, such as limited staffing, limited lab time, or new social distancing protocols. We then helped them create a messaging strategy that engaged customers with targeted HubSpot emails around those potential scenarios.

The emails brought researchers to landing pages designed to continue the journey and promote Transnetyx services that could help improve a lab’s situation. These targeted emails were some of the highest performing marketing efforts in company history.

Transnetyx has long been a client we admire for their game-changing service and commitment to improving the research community. We were thrilled to see this campaign’s success, especially in such a difficult time for the industry.

Transnetyx wanted to stand out at the AALAS trade show in San Antonio, TX. Our team wanted to provide a look and messaging that would feel like the Lone Star State while highlighting the unique genotyping service of Transnetyx. This campaign included a trade show display, signage, and promotional playing cards, based around a “Transnetyx Hold ‘Em” theme. And of course, no poker theme is complete without an actual game – booth visitors were able to sit down and play a few hands for the chance to win prizes.

To make genotyping convenient for researchers, Transnetyx offers the TAGCenter. These units stay in labs and have regularly scheduled pickups, so researchers can easily submit samples to Transnetyx. And when you’re developing something that’s going to live with your customers, you want it to be as attractive and inviting as possible. That’s why we created a clean, modern look for the TAGCenter that offers convenience without adding an eyesore to the lab.

There’s a lot of creativity and brain power that goes into running a lab. Unfortunately, advertising in the research industry is often dull and straightforward. We wanted Transnetyx to break that mold – so in our work for them, we created pieces that are fun and engaging while staying grounded in a scientific feel.