Case Studies

Avantor

Elevating Digital Engagement for a Global Life Sciences Brand

01

The Situation

Avantor, a global leader in life sciences and advanced technologies, had established social media channels but struggled with fragmented messaging and underperforming engagement. Content across platforms lacked cohesion, and opportunities to leverage social for brand visibility, education, and event promotion were being missed.

02

The Insight

In highly technical industries like life sciences, audiences respond strongly to visual storytelling and educational content. Video-driven communication could better showcase Avantor’s expertise, reinforce brand authority, and create a stronger digital experience across both social channels and live industry events.

03

The Strategy

Hanlon developed a video-first content strategy designed to unify Avantor’s social presence and strengthen engagement with scientific audiences. Key initiatives included:

  • Creating video-driven content for LinkedIn and social channels that simplified complex solutions and highlighted industry expertise
  • Producing video assets for trade shows and events, enhancing brand presence and engagement with attendees
  • Supporting paid social initiatives to streamline messaging and reinforce Avantor’s value proposition to key audiences

04

The Activation

We implemented a coordinated social and video content program centered on LinkedIn, the platform where scientific and industry decision-makers are most active. Content was optimized for reach, engagement, and conversion, while video assets were repurposed across campaigns, social channels, and trade show environments to create a consistent brand experience.

05

The Impact

The strategy delivered meaningful improvements in social performance and brand visibility:

  • Significant growth in LinkedIn followers and audience reach
  • Increased engagement and conversions from social to Avantor’s website
  • Stronger overall impressions and visibility across LinkedIn campaigns
  • A more cohesive digital presence that supported both brand awareness and event marketing

39%

increase in
LinkedIn followers

43%

higher LinkedIn engagement rate than competitors

67%

increase in social performance on VWR announcement campaign