In this case study, we summarise the work we did for the market introduction of a new single molecule imaging microscope.
The project
The team at ONI (Oxford Nanoimaging Ltd, UK) approached ACBio as they were preparing to bring a new generation super-resolution benchtop microscope to market, Aplo Scope. They asked for help with the go-to-market and content strategy delivery, including refining the value proposition and messaging, and the creation of various assets to highlight the product specifications, value, and story.
The challenge
Our client has built their reputation with a first-generation benchtop super-resolution imaging microscope, the Nanoimager. One of the challenges was to communicate the improved technical specifications of Aplo Scope as well as the added value this brought for researchers wishing to explore samples at the nanoscale and uncover new molecular mechanisms.
The work
Together with the ONI team, we worked on the best wording to encapsulate the product’s value proposition. This focused on highlighting the simplicity of Aplo Scope, its unique design, the flexibility for users, and the powerful features that differentiated it from the previous product as well as competitors. Once the new messaging was approved, we started preparing all the following materials:
- A product webpage: page structure, visual layout, titles, user interactivity, CTAs, copywriting, FAQs, imagery and videos.
- “The journey of Aplo Scope” storytelling video: storyboarding, interview questions, B-roll listing, speaker briefing, and post-production review.
- Virtual demo video: storyboarding, scripting, voice over supervision, and post-production review iterations.
- Introductory email: structure, copywriting, and review.
- Product brochure: structure and layout, copywriting, and design review.
- Social media tidbits: clip selection and post-production review iterations.
The outcome
The Aplo Scope was announced to the world in January 2025 with a successful launch to market. The materials prepared ensured that the product’s unique specifications and benefits were communicated effectively using four pillars: Simple. Engineered. Dynamic. Powerful. All communications combined technical and clear value-focused messaging, accessible to both researchers new to super-resolution microscopy and those more experienced in the field.
The video below shows a walkthrough of the product webpage at launch. The storytelling and virtual demo videos can be found when visiting ONI’s website and YouTube channel:
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