Case Study: MilliporeSigma achieves 55% higher engagement and unified multi-audience reach with LinkedIn Marketing Solutions

Milliporesigma's Single Campaign Targets Multiple Audiences and Increases Engagement by 55%

MilliporeSigma, the life-sciences business of Merck KGaA with roots back to 1668, needed to unify messaging across diverse business units and reach many specialized audiences without fragmenting its brand. The challenge was distilling varied campaigns into a single, resonant theme that could engage different types of scientists and decision-makers.

They launched a lighthearted LinkedIn campaign, “Science is Everywhere,” combining targeted LinkedIn ads, employee advocacy, and analytics-driven audience insights to deliver authentic, cross-disciplinary storytelling. The results: engagement rose 55% (cost per engagement down 13.8%), 126k+ video views, a 135.6% increase in landing-page clicks (cost down 9.5%), ~3,500 new followers, and a repeatable approach that reduced internal silos and strengthened unified branding.

MilliporeSigma

Julia Browne

Head of Social Media Strategy