
Remember the days of lugging around a textbook? Welp, it has finally evolved.
Toppling an antiquated industry requires bold action. When releasing its new product – a digital learning platform for biology students – JoVE knew it needed to lean into its brand values. Viewing themselves as the punk rock competitor focused on delivering value to its customers, JoVE stepped out on a limb.
Targeting the early adopter biology professor audience, we positioned textbooks as something Darwin would expect to be extinct. It’s a simple conversation about leveraging technology to deliver better learning outcomes at a fraction of the cost. This idea became their marketing campaign and spread into their web, print and event initiatives.
Technology
Creative Workshop
Video Production
JoVE
Our unengaged email segment had the highest open and click rates of our unengaged campaigns to date. Conclusion? We intrigued a lot of people by dressing a guy up in a textbook costume!
