The brief – Our client wanted to target veterinary professionals to increase brand awareness for their range of professional practice equipment with the additional aims of attracting them to their stand at London Vet Show and lead generation.

Solution – we suggested an integrated campaign structured around a competition and utilising multiple platforms – a bound-on outsert on LVS Congress Times featuring a tear-off entry form; print ads in Vet Times and VBJ; a native ad to host the competition on vettimes.co.uk; a Facebook campaign to drive additional traffic to the competition and PR support in the weekly vettimes.co.uk newsletter. We suggested the client also run the competition on their LVS show stand to maximise entries. The style of copy and message was kept consistent across the different platforms to ensure it was coherent wherever it was seen, and the client offered one of their luxury coffee machines for the winner’s practice.

Results – Engagement was high – the Facebook campaign gained 427 link clicks and 62 engagements tagging colleagues to encourage them to enter. The online competition was viewed 2,191 times and had 567 completed competition entries.

Traffic to the client’s show stand was high and they were very pleased with the result, saying it had been their most successful veterinary congress ever.