NextSeq 2000 brought high-output sequencing to the benchtop, at a price small and mid-size labs could reach. Work that once meant sending samples out could now happen in the lab, on the researcher's own schedule.
It was a real shift. But the category had taught researchers to tune out launches. Every new instrument led with throughput, speed, and cost per sample, and the numbers had started to blur together. The launch had to give researchers a reason to care before it gave them the specs.
The campaign didn't lead with the machine. We led with what researchers would do with it.
"The future is created by you" gave the credit to the people at the bench. Illumina built the instrument, but the discoveries would come from them. The line turned a product launch into an invitation: bring your biggest questions, sequence more samples, and see what comes next. Every innovation inside NextSeq 2000 was framed as a tool for that work, not a number on a spec sheet.
The campaign told micro stories about the innovations inside NextSeq 2000, so researchers could see exactly what they had to create the future with. Those stories ran across digital, social, print, and giveaways. Built on the new Illumina brand, light kept the researcher in the spotlight everywhere they met it.
Outcomes for NextSeq 2000
An omnichannel marketing campaign for Illumina, one of Fast Company’s Top 20 Most Innovative companies over a six-week product announcement
An audience-focused approach led to a dramatic surge in brand recognition, far surpassing previous marketing efforts
Biofourmis
