MacCormack Media was tasked by Vetoquinol to produce a ‘blockbuster’ media campaign to launch Felpreva in the UK, a new spot-on endectocide, applied every 3 months, covering all the main parasites (including tapeworm) in cats.
The campaign needed to stand out in a crowded parasiticide market and encourage veterinary professionals to try, and ultimately switch feline patients to, Felpreva.
WeAreMBC developed the striking pink global creative including concepts for a 3-week teaser, building suspense & intrigue in the lead up to launch at BSAVA on 24-26th March 2022. We utilised a multichannel approach with prominent positioning in the weekly print media and digital takeovers, coordinating weekly copy changes. The target audience could not fail to see the advertising, counting down to Congress and beyond!
A highly visible digital roadblock on Vettimes.co.uk with billboard, leaderboard and MPU formats
Sponsored weekly eNewsletter showcasing the teasers followed by the Felpreva ad in launch week
Large, impactful print specials were employed for launch including a spreadmarker into a DPS
A ‘cascade’ (2 spreads increasing in width), with a teaser ad revealing the ‘breakthrough’ launch ad
DPS Advertorial highlighting the product’s USPs
Over the first 6 months, the expected coverage for the print campaign amongst Vets & Vet Nurses that mostly work with cats (& dogs) is 93-98% with an average opportunity to see (OTS) between 6-11. Common thinking is that an advert starts to resonate and be recalled after seeing it around 4 times. This campaign has easily exceeded that expectation!
Digital activity for launch included display banner ads, call outs, site takeovers, bespoke emails, videos, sponsored content and social media.
Pink site takeovers on VetSurgeon and VetNurse ran during launch week delivering a 0.47% CTR
Bespoke emails were sent after BSAVA and achieved CTOR’s in excess of 3%
Posts on social media provided a total reach just shy of 9k and combined CTR of 0.90%
After 6 months, the digital campaign has delivered more than 500k impressions, nearly 3,000 clicks and a CTR over 0.50% (industry average is 0.10%).
A great result and the campaign continues…