MilliporeSigma: Thinking Outside—and Inside—the Box

The Challenge

MilliporeSigma is a large global life sciences company, but it rarely gets much media attention outside of trade media. By creating the Curiosity Cube™—a 22-by-10-foot shipping container retrofitted into a traveling science lab—the company hoped to not only inspire students across the country, but also to raise its profile as an innovator committed to STEM education. Since the initiative’s launch in 2017, Red Havas has been helping to attract local media and influencer interest in the mobile science lab’s stops across the U.S. and Canada.

MilliporeSigma’s Curiosity Cube™

The Solution

Our strategy was to highlight the hands-on experience the Curiosity Cube brought to each community it visited. That entailed a lot of legwork: We connected with local schools and organizing partners to help us get the word out, conducted targeted media outreach to local outlets, and tapped local influencers and opinion leaders. We also held strategic planning calls with MilliporeSigma’s partners to formulate communications plans tailored to each community. And we used the client’s 3BL channel to reach beyond the communities being visited, amplifying our news releases and earned coverage to reach even more key stakeholders.

The Results

For the 2017 and 2018 tours combined, our geotargeted efforts generated 354 placements, equating to approximately 3 billion impressions.
Highlights of our media outreach included placements in Austin360, Boston Globe, EdTech Digest, KYW-TV (Philadelphia’s CBS station), Milwaukee Business Journal, Scientific American, Shawnee Dispatch, Sheboygan Press, St. Louis Magazine, STEM Magazine, TEACH Magazine, Triple Pundit, USA Today and Wyoming Public Media.
We also secured 54 broadcast placements across 31 stations—a big win for a company that doesn’t frequently appear on television.