CPC
CPC makes fluid-handling connectors. This collection of work builds confidence in its products, introduces a revolutionary new connector, and attracts people who want to join the team.
Role: Associate creative director and copywriter
Challenge: CPC makes connectors for biopharma processing and cell and gene therapy applications. Traditionally, engineers have relied on tube welding to connect tubes in fluid-handling systems, despite the safety risks, inefficiencies, and added costs. With the launch of its safer, more efficient small-format MicroCNX™ aseptic micro-connector, CPC was positioned to make tube welding obsolete and disrupt a category in cell and gene therapy.
The work: I conceived the campaign announcing one of the biggest product launches in the company’s history. Its line, “The End of the Weld,” which I wrote, borrows a phrase everyone knows, so it sticks. Advertising drove viewers to a microsite that invited them to sign up to be “the first to know.”
To generate curiosity, excitement and trial adoption, the End of the Weld campaign included teaser ads in print publications and across various social media sites.
Digital teaser ad
An email teaser.
Teaser ads brought our audience to a microsite, endoftheweld.com.
On the microsite, visitors could sign up for updates and product news, which built an email database of potential new customers. Digital tools supported the launch, including a clock counting down to the end of the weld and the introduction of MicroCNX™.
The teaser campaign ran in print, digital and email. At launch, we used the same channels to reveal the MicroCNX™ name and what sets it apart.
The launch included sending select audience members sample kits to experience MicroCNX (TM) for themselves. In the end, it was one of CPC’s most successful product launches ever.
Challenge: CPC wanted to show how rigorously it tests its connectors and why that testing sets them apart.
The work: I conceived and wrote a video that answers one question “What does credibility sound like?”
Challenge: At a moment of change, CPC needed to reassure customers that it was committed to a strong future and would be there for them with reliable products, supply and expertise. It asked for a video to show that.
The work: I conceived a video built on graphic circles that mirror the mouth of a CPC connector, using the shape to tell the story of growth, support and reliability. I wrote the script, which casts CPC’s engineers, biopharma specialists and global distributors as “your army.”
CPC: The happiest place on earth to work
Challenge: CPC needed an “out of this world” recruitment video.
The work: I conceived and wrote a video that takes that brief literally.