How Stilla launched the Nio+ against digital PCR’s biggest players — and came out ahead.

Stilla had spent three years building a better digital PCR system: the Nio+, with seven colors, high throughput, and full automation in a single instrument. The science was ready. The trouble was, all Stilla had to show for those three years was the device and an instruction manual.

No marketing engine to build momentum. Competitors many times Stilla’s size, spending many times its budget. And 90 days to do it all before the year-end buying window closed.

With 90 days on the clock, we built Stilla’s demand engine from the ground up. We designed positioning, proof, and campaign in parallel, not one after another.

1. Sharpen the positioning

A versatile instrument is a hard thing to sell. Claim it does everything and the message lands nowhere. We took the Nio+’s seven-color, high-throughput capability and aimed it at the two markets where it wins outright: oncology and cell and gene therapy. Every asset traced back to that one decision.

2. Build scientific credibility

Stilla’s buyers are scientists. Evidence convinces them. We ran an early-access program with leading research institutions to validate the Nio+ in working labs, then built the proof into application notes, sales brochures, and decks. We filmed customer testimonials across Europe in a matter of days.

3. Take it to market

Then we took it to market on every channel at once. The teaser hit during year-end budget season, when labs decide where next year’s money goes. LinkedIn, email, specialized publications, and a digital launch event carried it through. We segmented every lead by research focus, equipment, and language, using AI-driven research with human oversight to fill the CRM, so every follow-up landed relevant from the first line.

Most launches spike, then fade. This one compounded. The Nio+ campaign reset Stilla’s whole go-to-market: a library of expert-validated application notes and testimonials, reusable assets and repeatable processes, and a clear position as the specialist worth watching among much larger names. That traction is what drew acquisition interest.

At Ooho, the launch is the starting line. We build demand engines that keep generating pipeline long after launch day.