Elsevier - Upp B2B
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Elsevier

Eye-catching campaigns and high impact branding work

Elsevier is one of the world’s leading providers of scientific and medical information. The company publishes more than 2,000 journals – including prestigious titles such as The Lancet – and 33,000 book titles, as well as a large number of digital resources for science, health and technology professionals. Originating back in 1880 and now part of the RELX Group, Elsevier remains dedicated to “making uncommon knowledge, common”.

The brief

“Provide support across the full spectrum of marketing activity, from ongoing website maintenance to global branding rollouts and strategic campaigns.”

  • Elsevier required a flexible marketing partner with the ability to meet the demands of an international business comprising multiple brands.
  • The company was seeking an agency partner that could demonstrate intelligent thinking, commercial insight and robust campaign measurement processes.
  • Since 2007, Elsevier and Upp B2B have worked together on a significant number of projects across the publisher’s Health Sciences and Academic & Government divisions.

The brief

“Provide support across the full spectrum of marketing activity, from ongoing website maintenance to global branding rollouts and strategic campaigns.”

  • Elsevier required a flexible marketing partner with the ability to meet the demands of an international business comprising multiple brands.
  • The company was seeking an agency partner that could demonstrate intelligent thinking, commercial insight and robust campaign measurement processes.
  • Since 2007, Elsevier and Upp B2B have worked together on a significant number of projects across the publisher’s Health Sciences and Academic & Government divisions.

The delivery

“A series of eye-catching campaigns and high-impact branding work, together with highly responsive tactical support and bespoke web application development. Projects have regularly exceeded targets and successfully positioned Elsevier as ‘more than a publisher’ with key audiences.”

Projects we have delivered for Elsevier across brands and territories include:

  • Exam Ninja – We created a viral and social campaign to encourage trial take-up and paid subscriptions for Elsevier’s Exam Consult product targeting medical students. The campaign centred on a Flash-based ‘Ninja Game’, developed to promote the emotional benefit of exam confidence to medical students was used for data capture for the subsequent targeting of personalised product discount offers via SMS and email.
  • SciVal global product launch – In a challenging timeframe (six weeks from briefing to final delivery), we developed a global launch campaign for a landmark new Elsevier product – SciVal. We developed a completed integrated campaign which generated over $6.5m of new product sales in the first 6 months of launch. The campaign also won the prestigious B2B Marketing magazine ‘Best Lead Generation Campaign’.
  • Scopus ten-year anniversary campaign – We invited academia to ‘Imagine Tomorrow’ as Scopus, one of Elsevier’s key online tools for the research community, turned ten years old. The campaign was driven by a unique ‘10th anniversary’ visual identity rolled out across web, event promotion and video content positioning the product as a leading global scientific publishing innovator to leaders across the scientific community.
  • Health Sciences student engagement – Positioning Elsevier as the educational partner of choice is a key objective for the business, with a fresh intake of students to engage with each year. Our campaigns are syndicated across Europe to maximise marketing spend and support brand recall during medic freshers’ week and beyond.

The delivery

“A series of eye-catching campaigns and high-impact branding work, together with highly responsive tactical support and bespoke web application development. Projects have regularly exceeded targets and successfully positioned Elsevier as ‘more than a publisher’ with key audiences.”

Projects we have delivered for Elsevier across brands and territories include:

  • Exam Ninja – We created a viral and social campaign to encourage trial take-up and paid subscriptions for Elsevier’s Exam Consult product targeting medical students. The campaign centred on a Flash-based ‘Ninja Game’, developed to promote the emotional benefit of exam confidence to medical students was used for data capture for the subsequent targeting of personalised product discount offers via SMS and email.
  • SciVal global product launch – In a challenging timeframe (six weeks from briefing to final delivery), we developed a global launch campaign for a landmark new Elsevier product – SciVal. We developed a completed integrated campaign which generated over $6.5m of new product sales in the first 6 months of launch. The campaign also won the prestigious B2B Marketing magazine ‘Best Lead Generation Campaign’.
  • Scopus ten-year anniversary campaign – We invited academia to ‘Imagine Tomorrow’ as Scopus, one of Elsevier’s key online tools for the research community, turned ten years old. The campaign was driven by a unique ‘10th anniversary’ visual identity rolled out across web, event promotion and video content positioning the product as a leading global scientific publishing innovator to leaders across the scientific community.
  • Health Sciences student engagement – Positioning Elsevier as the educational partner of choice is a key objective for the business, with a fresh intake of students to engage with each year. Our campaigns are syndicated across Europe to maximise marketing spend and support brand recall during medic freshers’ week and beyond.

Kind words and warm applause

“Upp B2B works way beyond the boundaries of a traditional creative vendor – responsive, adaptive and singularly focused on helping you achieve your business outcomes.”
Vice President of Product Marketing, Reed Elsevier (RELX Group)

Kind words and warm applause

“Upp B2B works way beyond the boundaries of a traditional creative vendor – responsive, adaptive and singularly focused on helping you achieve your business outcomes.”
Vice President of Product Marketing, Reed Elsevier (RELX Group)

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Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

hello@uppb2b.co.uk

Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

Call   0161 786 8040 hello@uppb2b.co.uk
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