Turning momentum into something more: No matter how much Regeneron has grown – whether the measure is the employee base that now exceeds 14,000 people, the presence on three continents, the 13 approved medicines or the many more candidates in the pipeline – the company’s unifying spirit of purpose and passion has been a cornerstone of its success. Nurturing that unique culture, and keeping it prominent in the employee experience and interactions with external stakeholders, is vital to support the company’s ongoing mission of turning science into much needed medicines.
The need was to create a deeper, more personal connection to the company’s mission – building upon past campaigns that focused on introducing Regeneron’s technological and scientific expertise to a broader public. The objective: expand existing corporate storytelling and capitalize on momentum to unite employees worldwide while elevating the link between individual efforts and collective impact. The team set out to create a campaign that was meant for more – more inspiration, more personal connections, and more engagement in a powerful story of what one company can achieve at the intersection of scientific prowess and human compassion.
Making more personal connections: Regeneron built a creative campaign to inspire, intrigue and inform target audiences at many touchpoints. One particular focus was showing their growing employee-base that their everyday work is connected to a vast, and important, project to advance human health. In a company that has grown by thousands of new employees in recent years, colleagues who work diligently on focused objectives are inspired to know their work has bigger impact within a larger mission. Whether in a lab, coordinating office initiatives, connecting with care providers, or collaborating with researchers, they make an impact. We set out to show that they are part of something bigger – something more.
The result is “Meant for More” – a creative multi-platform video series that tells the human story of Regeneron’s mission to improve the lives of people with serious diseases. With vignettes focused on important research advancements in oncology and other therapeutic areas, expanding expertise in genetic medicines, and commitment to corporate responsibility, the campaign links the company’s overarching aspiration to help patients. To ensure the content would be relatable and relevant across cultures – in both linguistic terms and cultural tone – the team tested scripts externally and internally in key languages ahead of production.
An intentional launch and roll-out: The 2024 ASCO Annual Meeting was the ideal debut for the campaign, with the heartfelt Cancer Care video featured in Regeneron’s Medical booth, coupled with the Mission video debuting at Regeneron’s oncology brand’s booth. The approach provided visitors with a broader picture of Regeneron’s research and expertise in oncology and its pipeline, and a deeper more personal perspective. The video introduced medical and industry attendees, an audience already familiar with Regeneron’s portfolio of approved medicines, to Regeneron’s commitment to improving cancer care.
Regeneron activated an integrated, targeted paid media program designed to raise brand awareness with biopharma industry and scientific audiences across a robust media mix including core media placements with online video ads on YouTube, Facebook, Instagram, LinkedIn, TikTok and programmatic digital banner ads.
Notably, we achieved two pharma first milestones with a LinkedIn Connected TV extension on Hulu/Disney+ and Uber environmental ads surrounding key scientific congresses. With our extensive audience research highlighting a strong affinity towards college sports, our media strategy included a pilot buy featuring ad placements in gameday publications for four collegiate football programs (e.g., ESPN+).
Keeping a critical audience in mind, “Meant for More” was the theme of Regeneron’s annual employee celebration. There, leaders shared foundational “Meant for More moments” that drove their careers and commitment to Regeneron, and patients shared personal testimonies of how our medicines have changed their lives. Through anecdotal feedback and survey results, employees shared that they were inspired by the content and compelling involvement of leadership.
In a contest leading up to that event, almost 200 employees provided thoughtful perspectives of their own “Meant for More moments”: spotlighting their roles as drug-makers, patients, caregivers and even emergency medical responders, colleagues showcased why they are “Meant for More.”
While measurement of the ongoing media campaign is still underway, since launch, the Meant for More campaign showed a strong impact of 160.7M impressions (30% over goal) and 36.8 million video views.
Within the first three months, Regeneron.com web page visits increased 52% with significant time spent on the About page to learn more about the company, averaging 1:16 minutes on page. Of these, +8K people navigated from the about page to more pages on Regeneron.com, showing campaign effectiveness as a gateway to learn more.
Preliminary paid media results show high engagement, with 26M qualified views. Beyond the basic benchmarks of views, plays, and impressions in the millions, Meant for More is generating high engagement rates with strong response, with many positive comments from the general public and directly from employees.
In fact, on LinkedIn, in 30 days the campaign drove over 50,000 users to homepage "regeneron.com" with 8,000 users clicking through to the "Careers" tab, showing the campaign’s ability to aid recruitment.
On TikTok, the campaign performed better than 75% of the ads in the Medical Industry in terms of link clicks and impressions received.
Internally, 94% of employees globally agreed the “Meant for More” message resonated with them according to an internal survey following our global employee event.
The campaign lives on – with global extensions continuing this year at pivotal conferences and milestones for Regeneron and “more” to come.
