Cepheid is a multi-billion-dollar diagnostics company most known for its revolutionary GeneXpert system, a mobile pathogen detection machine that can diagnose over 30 unique infectious diseases. 23,000 such systems are currently deployed in over 180 countries. Think of it like Elizabeth Holmes’ Theranos machine - only this actually works!

In 2021 Cepheid had the ambitious goal of hiring 1000 employees a month in the San Francisco Bay area - poaching top talent from big hitters like Tesla, GM, Roche and Abbott.

Few people could even pronounce Cepheid (SEH-fee-id) let alone identify them as one of the most important players in the fight against global infectious disease. So, instead of running away from its unique-sounding name, we leaned right into it with a campaign that playfully entertained audiences with who Cepheid WASN'T…before hitting them with who Cepheid really was.

Results:

366% increase in candidate applications
1,285% increase in candidate engagement over the 9 month life of the campaign.

• Summary

Cepheid is a multi-billion-dollar diagnostics company most known for its revolutionary GeneXpert system, a mobile pathogen detection machine that can diagnose over 30 unique infectious diseases. 23,000 such systems are currently deployed in over 180 countries. Think of it like Elizabeth Holmes’ Theranos machine - only this actually works!

In 2021 Cepheid had the ambitious goal of hiring 1000 employees a month in the San Francisco Bay area - poaching top talent from big hitters like Tesla, GM, Roche and Abbott.

Few people could even pronounce Cepheid (SEH-fee-id) let alone identify them as one of the most important players in the fight against global infectious disease. So, instead of running away from its unique-sounding name, we leaned right into it with a campaign that playfully entertained audiences with who Cepheid WASN'T…before hitting them with who Cepheid really was.

Results:

366% increase in candidate applications
1,285% increase in candidate engagement over the 9 month life of the campaign.

• Summary

Cepheid is a multi-billion-dollar diagnostics company most known for its revolutionary GeneXpert system, a mobile pathogen detection machine that can diagnose over 30 unique infectious diseases. 23,000 such systems are currently deployed in over 180 countries. Think of it like Elizabeth Holmes’ Theranos machine - only this actually works!

In 2021 Cepheid had the ambitious goal of hiring 1000 employees a month in the San Francisco Bay area - poaching top talent from big hitters like Tesla, GM, Roche and Abbott.

Few people could even pronounce Cepheid (SEH-fee-id) let alone identify them as one of the most important players in the fight against global infectious disease. So, instead of running away from its unique-sounding name, we leaned right into it with a campaign that playfully entertained audiences with who Cepheid WASN'T…before hitting them with who Cepheid really was.

Results:

366% increase in candidate applications
1,285% increase in candidate engagement over the 9 month life of the campaign.

• Summary

Cepheid is a multi-billion-dollar diagnostics company most known for its revolutionary GeneXpert system, a mobile pathogen detection machine that can diagnose over 30 unique infectious diseases. 23,000 such systems are currently deployed in over 180 countries. Think of it like Elizabeth Holmes’ Theranos machine - only this actually works!

In 2021 Cepheid had the ambitious goal of hiring 1000 employees a month in the San Francisco Bay area - poaching top talent from big hitters like Tesla, GM, Roche and Abbott.

Few people could even pronounce Cepheid (SEH-fee-id) let alone identify them as one of the most important players in the fight against global infectious disease. So, instead of running away from its unique-sounding name, we leaned right into it with a campaign that playfully entertained audiences with who Cepheid WASN'T…before hitting them with who Cepheid really was.

Results:

366% increase in candidate applications
1,285% increase in candidate engagement over the 9 month life of the campaign.

• Germany & Mexico

We took the campaign global, tailoring messages for the German and Hispanic markets. In Mexico we used TikTok for the first time ever to lure young talent.

• Germany & Mexico

We took the campaign global, tailoring messages for the German and Hispanic markets. In Mexico we used TikTok for the first time ever to lure young talent.

• Germany & Mexico

We took the campaign global, tailoring messages for the German and Hispanic markets. In Mexico we used TikTok for the first time ever to lure young talent.

• Germany & Mexico

We took the campaign global, tailoring messages for the German and Hispanic markets. In Mexico we used TikTok for the first time ever to lure young talent.

• Bulgaria

To help staff its new, state-of-the-art, 186,000 sq. ft. manufacturing plant in Bulgaria we deployed two separate campaigns. One stressed the opportunity for Bulgarians to work for a global tech giant without leaving the comforts of Parvomay. The other invited applicants to “meet the robot” that saves lives and launches careers. Application goals were met within 2 weeks of launch and doubled a week later.

• Bulgaria

To help staff its new, state-of-the-art, 186,000 sq. ft. manufacturing plant in Bulgaria we deployed two separate campaigns. One stressed the opportunity for Bulgarians to work for a global tech giant without leaving the comforts of Parvomay. The other invited applicants to “meet the robot” that saves lives and launches careers. Application goals were met within 2 weeks of launch and doubled a week later.

• Bulgaria

To help staff its new, state-of-the-art, 186,000 sq. ft. manufacturing plant in Bulgaria we deployed two separate campaigns. One stressed the opportunity for Bulgarians to work for a global tech giant without leaving the comforts of Parvomay. The other invited applicants to “meet the robot” that saves lives and launches careers. Application goals were met within 2 weeks of launch and doubled a week later.

• Bulgaria

To help staff its new, state-of-the-art, 186,000 sq. ft. manufacturing plant in Bulgaria we deployed two separate campaigns. One stressed the opportunity for Bulgarians to work for a global tech giant without leaving the comforts of Parvomay. The other invited applicants to “meet the robot” that saves lives and launches careers. Application goals were met within 2 weeks of launch and doubled a week later.

• 30 Year Anniversary

Building on the momentum of our employer work, Intuitive entrusted us to lead the branding effort for their 30th anniversary celebration - a year-long showcase of the company’s remarkable growth, global impact, and commitment to stick to the core values and mission that made them a tech giant. The campaign: “30 Years. More Intuitive than Ever.”

• 30 Year Anniversary

Building on the momentum of our employer work, Intuitive entrusted us to lead the branding effort for their 30th anniversary celebration - a year-long showcase of the company’s remarkable growth, global impact, and commitment to stick to the core values and mission that made them a tech giant. The campaign: “30 Years. More Intuitive than Ever.”

• 30 Year Anniversary

Building on the momentum of our employer work, Intuitive entrusted us to lead the branding effort for their 30th anniversary celebration - a year-long showcase of the company’s remarkable growth, global impact, and commitment to stick to the core values and mission that made them a tech giant. The campaign: “30 Years. More Intuitive than Ever.”

• 30 Year Anniversary

Building on the momentum of our employer work, Intuitive entrusted us to lead the branding effort for their 30th anniversary celebration - a year-long showcase of the company’s remarkable growth, global impact, and commitment to stick to the core values and mission that made them a tech giant. The campaign: “30 Years. More Intuitive than Ever.”