This powerful video about Micron’s collaboration with Oregon Health & Science University was the product of Micron’s first-ever branded content partnership, a program which I introduced in 2019.
Micron had traditionally tried to produce these kinds of stories in-house (in our internal Creative Studio), producing some great creative assets that unfortunately typically fell short of campaign targets.
By working with CNN’s Great Big Story team as a media and production partner, we were able to go from the typical set of thousands of views to over 600K for this piece on YouTube alone, and created an entire “surround sound” campaign with our thought leadership and content marketing engine, as well as at our flagship customer event, Micron Insight 2019 and across our digital channels.
Finally, we integrated this story into our corporate ad campaign in 2019, running display, programmatic and YouTube ads that overperformed our targets for impressions, awareness and visits to our thought leadership site.
Micron Insight 2019: The Rise of Personalized Medicine
Example ad campaign asset
Example ad campaign asset
Thought Leadership Content
Using Genome Sequencing to Personalize Medicine
INFOGRAPHIC
