How Avantor Cut Costs by 70% and Grew Marketing Pipeline Using AI Video

We interviewed Yong Lee, Digital Marketing Campaign Manager at Avantor. He shared how Avantor is leveraging AI-generated video to drive awareness, customer education, and sales momentum for its J.T.Baker LC/MS solvents and reagents in the Korean market.

Industry Context

The chemical and life sciences industry faces increasing pressure to launch products swiftly and educate customers efficiently amid a backdrop of stiff competition and evolving market demands. Traditional product marketing methods such as brochures, live demos, and translated datasheets often fall short – particularly for technical products – due to slow turnaround, limited scalability, and low engagement among non-native language audiences.

The Challenge

Yong Lee leads digital marketing across AMEA at Avantor, where his team supports the launch of specialized scientific products in new markets. When Avantor introduced its J.T.Baker LC/MS solvents and reagents to Korea – a product line for high-precision analytical testing – the team needed to clearly explain its value in a crowded, highly technical market. 

Until then, they relied on off-site video shoots of field researchers demonstrating the product in the studio, which were slow to produce and often failed to be cost-effective.

Building Awareness for New Product Line: The launch of Avantor’s new line of LC/MS solvents and reagents in Korea marked a strategic opportunity to build initial product visibility in the local market by leveraging the global reputation of its premium brand, J.T.Baker.Low Market.

Technical Complexity: The product required a clear, concise explanation of its benefits and use cases — something difficult to achieve through static or text-heavy materials.

Entering an Established Market: While LC/MS solvent & reagent market was highly competitive with existing competitors in Korea, Avantor needed to overcome through strategic differentiation and focused customer engagement

“We needed a way to make technically dense content both compelling and understandable to our scientific audience.” – Yong Lee, Digital Marketing Campaign Manager

The Solution

To tackle these challenges, Avantor’s digital marketing team integrated AI-generated video into their promotional strategy. They created an engaging video – available in Korean, Chinese, and English – with ease and without the need for advanced video editing skills. 

The video served as the centerpiece of a virtual event and was hosted on the featured page of Avantor Korea Naver Blog. Leveraging Naver, Korea’s dominant search engine, helped the campaign reach significantly more potential customers who were funneled through the platform.

Key features that enabled success:

1-Click Translation: Allowed simultaneous production in Korean and English without traditional dubbing or reshoots.

Intuitive Editor: The team leveraged the easy-to-use editing interface to build and update videos quickly, enabling faster content creation without needing video production expertise.

Consistent Messaging & Branding: Using standardized scripts and their brand kit, the team created videos that consistently reflected their messaging and visual identity across all markets and formats.

“The concise and step-by-step explanations in the short video made it easy to understand the product.” – Yong Lee, Digital Marketing Campaign Manager

The Results

By using AI video to support the product launch, the team moved faster, spent less, and reached more customers – achieving some impressive results:

Core Revenue Driver: The campaign didn’t just drive awareness – it fueled measurable business growth, becoming a core revenue contributor in the second half of 2024.

Faster Launch Enablement: By replacing time-consuming traditional production with AI video, Avantor cut its go-to-market timeline by 50%.

Reduced Costs: The promotional campaign saw a substantial cost reduction by leveraging Synthesia, resulting in approximately 70% savings compared to previous off-site filming.

High Event Engagement: The campaign video was played 96 times, resulting in 88 likes and 98 direct feedback responses. The online launch event ran from June 18 to July 5 and attracted 118 participants, collecting 44 new customer data entries.

Commercial Impact Beyond Launch: Following the video-led event, ongoing web traffic to the featured page at avantorsciences.com maintained consistent traffic.

“This campaign helped sales momentum grow consistently, leading to notable revenue growth and a successful market entry for Avantor’s new LC/MS product lines. We believe that the higher customer engagement led to the success with the launch.” – Yong Lee, Digital Marketing Campaign Manager