MASA - From Science to Startup - Digital Promo Campaign

Task

Raise awareness, spark interest in the From Science to Startup program organized by the Research Center for Computer Science and Information Technologies at MASA, and build a long-term communication channel to support young scientists in transitioning from academic research to entrepreneurial ventures in bioinformatics, culminating in a pitching competition for early-stage startup ideas.

Tactics

To connect with a highly specific, expert-level audience, we focused on targeted, content-driven community building around bioinformatics.

The strategy included:

Opening and managing a new LinkedIn Page to directly reach researchers within the bioinformatics community
Revitalizing the existing Facebook presence, adapting tone and visuals for accessibility while retaining scientific credibility
Filming and producing a series of expert interviews with 5 respected professionals, discussing real-world impact, opportunities, and challenges in the field
Organizing and promoting a live webinar, featuring world-renowned bioinformatics experts of Macedonian origin, aimed at inspiring and educating young scientists through real success stories
Promoting the video series as educational, inspirational content to spark interest in applied science
Designing and managing the promotion of a bioinformatics pitching competition, using carefully crafted visual posts and clear messaging to mobilize the newly built audience

Results

Over the course of five months, the campaign achieved consistent and fully organic growth across all channels.

On LinkedIn, we successfully built a relevant audience from scratch, and the existing Facebook community was reactivated with a more engaging content mix and improved performance. The video series featuring five bioinformatics experts generated valuable shares and engagement within scientific and academic networks. The final phase – the pitching competition drew strong interest from exactly the right audience, proving the campaign’s ability to attract highly targeted, qualified participants.