Building for the Big Game and Beyond

The Challenge

Hologic needed a microsite for their inaugural Big Game campaign, capable of handling massive traffic from millions of viewers. The project required serving tailored content to multiple audiences, all within a tight 6-week timeline while navigating legal, regulatory, and celebrity standards.

• Build microsite for inaugural Big Game campaign
• Handle massive traffic from millions of viewers
• Serve tailored content to multiple audiences
• Launch in a 6-week timeline
• Navigate legal, regulatory, and celebrity standards
• Integrate with existing Hologic.com

The Solution

JAKALA leveraged Drupal CMS and Acquia Site Studio to build a high-performance microsite with a preconfigured design system. By compressing the build to just 1 week, the team freed up 5 weeks for creative development while optimizing infrastructure for traffic spikes.

• Leveraged Drupal CMS and Acquia Site Studio
• Built preconfigured design system helpers
• Accordion components, video components, responsive layouts
• Compressed build to 1 week, allowing 5 weeks for creative
• Optimized infrastructure for traffic spikes

The Results

The campaign delivered exceptional results across all channels, driving significant increases in traffic, engagement, and conversions.

• 80% increase in search term traffic
• 1.2 million social media impressions at a 6.58% engagement rate—nearly 50% higher than the 4.59% national average
• 15% conversion rate across KPIs
• 260,000 combined visits in one month
• 11% repeat visitors

"The collaboration between Hologic and [JAKALA] to evolve our corporate site has been so successful that our digital marketing teams around the world want to hop on board and leverage our progress."

— Jennifer Snow, Manager, Digital & Brand Strategy at Hologic

Technologies