As a newly focused biopharma in 2023, GSK wanted to be placed at the heart of the US biotech ecosystem and communicate its position as a leader in innovation and enabling scientific partnership.

Specifically, our objectives were:

• To narrow the gap between GSK corporate communication and audience experience by creating a conversation rather than push communications.

• To shift GSK’s reputation in innovation, creating awareness and positive sentiment in the US

• To amplify GSK’s new corporate purpose, one year after the largest demerger in British history and a rebrand.

Originally, GSK wanted a digital-first campaign that would get audiences engage with long form content and amplify their purpose.

Instead, we laid the groundwork to bring the campaign into the ‘real world’ at congresses where their target audience gathers. This would allow GSK to truly engage with this demographic and create differentiation, elevating the brand’s reputation as innovation leaders.

This creative activation is brought to life through a real-time generative data art installationthat evolves with each interaction.

The visualisation content is built from an eight-question survey on the future of healthcare innovation. This data is captured through a web-app on one of several colour-coded tablets and stored on a cloud-based platform. Bespoke software syncs with this database, creating dynamic data visualisations in real-time, each new user input contributing to a continually evolving data portrait. This centralised data approach also allowed us to easily create further data-driven social content off -site.

The background animations are made up of over 180 rendered particle sequences. These are played back underneath the data layer, and are synced to the tablet input colour. For example, when an attendee on the ‘red’ tablet enters their data, the whole screen transitions into red, confirming the user’s input and creating a dynamic interaction.

This event was selected for being the largest global event in the biotech community’s calendar. If you want to change perceptions, this is the place to speak to a high concentration of your target audience.

The installation survey questions are designed around a variety of topics with each focussing on a different aspect of healthcare innovation. The aggregated results are fed into a bespoke cloud-based soft ware platform, allowing GSK to export daily snapshots for analytics and social media content.

The results to each question are visualised on the LED wall, showing the breakdown in answers. Attendees using the tablets have their answers mapped as they progress through the survey, showing decisions being made in real-time and provoking moments of conversation as they consider their options.

Share of voice

GSK secured the largest share of voice amongst competitors (53% SOV, with next closest at 25%), driven by owned mentions, with 25m campaign impressions around Boston for BIO 2023.

We also drove conversation outside of the conference walls. On social, GSK was included in 152 mentions by 60 unique authors – with 98% positive sentiment.

Engagement

Over 10% of the total attendees taking part in the survey and spending on average five minutes engaging. At medical meetings, the tailored data visualisation had focused impact – improving engagement with KOLs from 20-25% to 250%, with the client being “ecstatic with the results achieved.”

Reputation

We positively shifted GSK’s reputation among key innovation audiences. Among our primary target of innovation stakeholders, we shifted ranking to 4th (up 9 points from baseline on reputation, up 6 points on familiarity and up 5 on awareness and innovation in 18 months).