Israeli-based data and analysis company SCiO by Consumer Physics wanted to enter the US dairy market with its on-farm, lab-grade dry matter analysis tool, SCiO Cup. Virtually unknown in the marketplace, the organization needed to establish a brand presence in the US while simultaneously working towards aggressive annual sales goals. Following development of a refreshed brand look and feel for the US market entry, a multi-faceted digital campaign was developed and executed to build brand awareness, drive product education, and ultimately encourage trial and purchase via lead capture initiatives.