Turning Science into Story: How Bruker’s Emotional Film Outperformed Expectations
Using real people and real human stories, YOYOS was able to help Bruker make a product video before the product was ever released, by encouraging the audience (and the film subject) to Imagine the Possibilities.
“We had a hard time keeping up with Questions” - Jan Kobarg
In the highly technical world of lab equipment and scientific innovation, standing out can feel like an impossible task. But what if the secret to capturing attention wasn’t about showcasing your cutting-edge technology, but rather telling a story so compelling that it pulls people in from the hustle and bustle of a crowded conference floor?
That’s precisely what Bruker, a leading manufacturer of mass spectrometers, accomplished at the ASMS conference in 2024. Faced with the challenge of launching a new product before it was even available to show, Bruker turned to the power of imagination and human connection.
This is the story of how creative thinking and emotional storytelling turned a potential setback into a remarkable success.
Challenge: Making a Splash Without a Product Launch
Bruker, a German-based lab device manufacturer, faced a unique challenge. They were preparing to launch neofleX, a revolutionary mass spectrometry instrument at ASMS, the year's biggest conference in California. However, the product hadn’t been released yet, and awareness among their target market—scientists in drug discovery and cancer research—was low.
Key Objectives:
Generate awareness for neofleX in a new market segment.
Create excitement and engagement at the ASMS conference.
Educate potential users about the benefits of spatial proteomics for drug discovery.
Solution: Storytelling Through Imagination and Emotion
With no product footage available, we adopted a human-centered storytelling approach. The concept was to produce a documentary-style video that focused on imagined possibilities of the neofleX, presented through the lives of real scientists.
Creative Approach:
Use human-centric documentary storytelling.
Feature Dr. Blaine Roberts and his family, known for their groundbreaking work in diagnostics for Alzheimer’s, ALS, and Parkinson’s.
Highlight the human element by showcasing the personal lives of Blaine and his family to connect emotionally with the audience.
Execution:
Filming occurred at Dr. Roberts' lab in Atlanta, at his home, and even on a discus practice field.
Interviews were conducted with Blaine, his wife Anne (who runs the lab), and their children who are also involved in the research.
Results: Capturing Attention and Driving Engagement
ASMS Conference Impact:
The final video, titled "neofleX MALDI-TOF Benchtop - More Insight Per Pixel," premiered at ASMS 2024 and quickly became a showstopper.
High Engagement: The documentary was shown in Bruker's suite, specially formatted for a large display. On the first night alone, 1,000 people visited the suite to watch the video.
“People were taking pictures of the video. There were lines at interactive stations, and despite the chaos, the video stood out.”
YouTube Success:
25x Better Performance: The video outperformed the average Bruker video by 25 times, with over 1,200 views in just two weeks.
Organic Reach: Achieved 1,300 views in less than two months with no paid promotions. Today the views are still growing, all as nature intended. With the right tagging and SEO, this video is set for long term succes.
“It’s been great. The whole process has been great, always very clear. They really set the bar high for anything I’m doing in the future.”
4. Audience Response: Dr. Blaine and Anne Roberts expressed great satisfaction with how their story was portrayed, further validating the personal, human-centric approach.
Key Takeaways
Imagination + Storytelling = Awareness: Even without a product on hand, a compelling narrative centered on human stories can create a powerful impact.
Emotional Connection: Featuring real people and their personal stories can captivate and engage target audiences effectively.
Human-Centric Narratives Work: Focusing on the people behind the science resonated deeply with the audience, making the technical content more relatable.
Conference Strategy: Tailoring video content for specific conference setups can enhance audience interaction and memory retention.
Get Inspired by Human-Centered Storytelling
Are you interested in what emotional, human-centered storytelling could do for your brand? Imagine reaching thousands of potential customers, creating lasting impressions, and driving your market’s interest. Let's discuss how we can bring your story to life.
