Putting synthetic biology on the map

‍Telling the Ginkgo story

At the start of Ginkgo’s partnership with Mission North, it was clear that explaining synthetic biology to general audiences would be one challenge - but explaining the Ginkgo business model would be an entirely different obstacle.

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Mission North has helped Ginkgo evolve its corporate narrative and audience-tailored messaging to help media, the general public, and potential partners understand how Ginkgo operates - as a platform, not a product, company - and the innovation it enables. Five years on, we’ve helped to demystify and build awareness for the potential of synthetic biology.

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Spotlighting pandemic response

As the COVID-19 pandemic rapidly unfolded in the U.S. and the need for improved testing in businesses and schools became increasingly evident, Ginkgo launched Concentric, an end-to-end, on-site testing service. Coming just a few months after Ginkgo announced a $25 million commitment to helping partners develop pandemic solutions, such as Moderna’s COVID vaccine, this announcement would play a key role in solidifying Ginkgo’s leadership in fighting the virus.

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Since Concentric’s launch, Mission North has developed and executed a broadcast-heavy media strategy that leverages national and local news to ensure we’re reaching the biggest and broadest audience possible.

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Taking synbio public

In 2021, Ginkgo announced it would go public via SPAC - in the midst of an industry-wide reappraisal of SPACs. Mission North was tasked with continuing to build excitement for this milestone and what it meant for the synthetic biology industry, while avoiding controversy during this time. Through a months-long multichannel campaign, we were able to tell the business story and differentiate Ginkgo from other companies embroiled in SPAC-related scandals. The initial SPAC story launched with Bloomberg and resulted in 56 unique articles, and at listing, the stock immediately reached an all-time high, confirming the importance of Ginkgo to the growing field of synthetic biology.

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