IGIN – the company transforming how the world uses disposable gloves – chose New Media to lead its strategic global market entry campaign.
We led a wide-scale marketing initiative designed to ensure precise entry into selected markets, tailored to each country, sector, and target audience.
We managed a complete, end-to-end marketing ecosystem – covering strategy, content, social media, campaigns, website, and SEO – constantly adapting to each market’s characteristics, languages, and platforms. The goal: achieving IGIN’s core objectives – educating the market and generating high-quality leads from direct audiences (potential distributors) worldwide.
IGIN is a groundbreaking international tech company that has revolutionized how institutions and professionals use disposable gloves.
Its innovative solution combines automation, efficiency, hygiene, and convenience – enabling quick and contact-free glove application.
IGIN operates globally, targeting two primary audiences:
End-user institutions (B2C) that require daily glove use
International distributors (B2B) aiming to lead innovation in the field.
We developed a complex and dynamic global marketing strategy, built on extensive market research, user-behavior analysis, and a comparison of regional needs across different markets.
We mapped dozens of potential countries and identified those with the highest potential for market entry.
For each country, we developed a tailored approach based on its local culture, language, and regulatory environment.
The market-entry strategy included a clear division between two main target audiences — end users (hospital staff) and medical device distributors — with distinct messaging, advertising tactics, and separate influence pathways. We set tailored KPIs, precise launch timings, and allocated advertising budgets to support effective tactical actions according to a global priority order.
We established and managed a professional, up-to-date LinkedIn page in English, handling daily content posting, engaging with the target audience, tailoring marketing messages for different segments, maintaining consistent organic promotion, developing a follower-growth strategy, and managing communities while continuously monitoring and analyzing content performance to drive ongoing improvement and optimize digital visibility.
We created hundreds of global content assets — graphics, images, videos, and carousels — tackling complex production challenges such as inconsistent visuals, materials coming from different countries, and variations in photo quality. To achieve this, we combined creative use of AI tools, smart material processing, rewriting, graphic design, and video editing. We produced carousels, videos, graphics, and posts that served both campaigns and organic activity — tailored for every audience, purpose, and country.
We managed smart LinkedIn campaigns targeting specific audiences across Europe and the Middle East, working in multiple languages with cultural and marketing adaptations. The campaigns focused on two main audiences: senior hospital and healthcare professionals (as part of the Market Education effort), and precision “surgical” advertising to reach potential distributors in target markets.
The campaigns included dozens of ad variations, ongoing analytical reviews, continuous optimization, and regular client feedback to ensure improvement and precision at every stage. We managed large-scale advertising budgets with flexibility across countries and channels — aiming to achieve goals in lead generation, reach, engagement, or follower growth.
We built a precise website aligned with IGIN’s marketing messages, using professional language and a consistent design while adhering to UI & UX principles and incorporating effective call-to-action techniques.
We managed the website on an ongoing basis, updating marketing content as needed, ensuring compliance with regulatory requirements, and integrating real-time content based on market developments, technological changes, and the company’s marketing needs to complete the sales funnel.
We promoted the website using SEO, focusing on precise keywords for international target audiences to establish a strong digital presence.
Additionally, we optimized for AEO to ensure the website appears in AI-powered platforms such as Gemini, ChatGPT, and similar systems.
We provided IGIN with full marketing support for its participation in major international events, ensuring precise management of all three phases: before, during, and after the event.
Before the event – managing pre-event campaigns aimed at generating leads and scheduling meetings with clients during the event.
During the event – producing real-time content (videos, stories, photos), running location-based paid promotions within the event radius, and engaging with leads on the ground.
After the event – creating a follow-up content sequence, including summaries and highlighting results, executing lead-nurturing activities, and strengthening relationships to drive future conversions.
All of this was fully tailored to each event’s characteristics, local culture, and marketing priorities — as part of a global GTM strategy that leverages every exposure for focused and measurable calls to action.
Every month, we hold structured monthly review meetings, data analyses, and strategic overviews. During these sessions, we present insights, explain processes in depth, propose actions, and ensure every marketing decision is made with complete control, transparency, and mutual understanding. Our support includes high availability, full documentation of actions, and continuous updates to the strategy in line with market developments and the company’s business objectives.
To Rotem and the NEW MEDIA team,
Throughout the period you supported our company, we have built a stable and professional collaboration, one grounded in a precise understanding of our needs and consistently high-level execution. You manage to balance creativity with systemic thinking, and quick responsiveness with leading complex processes — which is far from a given. Your ability to translate technological content into clear and relevant marketing language, while maintaining a consistent strategic line, makes you a partner we can truly rely on. Thank you for the journey together, we greatly appreciate your contribution to IGIN.
Ilan Levy
CEO, IGIN
