Our client: The Society for Neuroscience (SfN)– the world’s largest organization of scientists and physicians devoted to understanding the brain and the nervous system.
Drive association membership to renew sooner and increase the number of new members.
Tessellati sought to create playful, engaging and memorable promotional materials designed to entice new members, without alienating existing members accustomed to a more conservative style. To hit that delicate balance, we launched a creative series of New Yorker-style black and white cartoons. This aesthetic is automatically associated with a sophisticated and, dare we say, cerebral sense of humor. After conducting focus groups and surveys to gather market feedback, we created customized cartoons exploring neuroscience career challenges and the ways SfN membership alleviates those pain points. The digital and print campaigns we ran included targeted and trackable ads, landing pages, and video content.
A playful campaign that is respectful and informative, and drove membership growth by 50% as compared to the same period during the previous year.