The brief

In 2016, within the competitive parasiticides market, our client wanted to run a campaign with the aims of increasing awareness of tick-borne diseases amongst vets and nurses, and of being viewed as a provider of high quality educational content.

Solution

We suggested a series of print advertisement features in Vet Times, consisting of four clinical articles by KOLs, and published them simultaneously within a special content hub of native advertising on vettimes.co.uk. This was accompanied by digital ads to drive traffic to the content hub, and a Facebook post prompting readers to download the articles as a pdf booklet.

Results

In the initial 3 month campaign, the articles gained 1,821 views, and 204 Facebook post clicks. The content hub was later expanded to accommodate a new product launch and three years later, still continues to gain regular organic traffic. There have now been nearly 4,000 views; each of the articles benefiting from a ‘long tail’ of interest.

The campaign was highly successful in its aims of increasing awareness and providing quality educational content to the veterinary profession.