The Stories Behind Our Work: Case Studies

Communicating a brand during COVID days

1. The prologue

Nanofabrica is a hardware startup that developed 3D printers for precision manufacturing. Acquired by Nanodimension. The company was founded and led by scientists but lacked a marketing function.

2. The plot thickens (the challenge)

During COVID, the marketing landscape of the manufacturing world required rethinking. With cancellation of flights and conferences, it was almost impossible to form meaningful relationships with potential new buyers as well as existing ones.

3. A happy ending (our approach and results)

We led the marketing and business operations since company’s early days; this included:

* Building company's story, messaging and website, improving conversion rates by 33% and doubling session duration

* Coming up with the tagline “i AM precise” that encapsulates both the essence of the startup, additive manufacturing (AM) of precise printers, as well as the main value of humane communication in a machine domain (expressed in the term ‘I am’).

The tagline accompanied the startup in their comms efforts, and was printed on the back of T-Shirts during conferences which drove ample attention

* Originating NanoTalks, a video series interviewing industry execs that was cited and praised globally, strengthening company’s brand and presence and serving as an alternative channel during COVID

* Leading conferences appearances, resulting in product’s sale ($350K a printer)

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