Our initial challenge was getting through the tight regulatory and legal restrictions (and genuine concerns of the client) about using social media in the context of pharmaceuticals. To start with, we didn’t have any social media accounts or even a blog to work with – we simply had a static web-page off the main Zoetis UK website.
Using a 3rd party tool and blogger outreach, we were able to run a competition, offering ‘The Ultimate Doggy Travel Pack’ as a prize. This received over 700 entries and a lot of Tweets and Facebook shares. We were then able to launch and write regular blog, Non-stop Travel Fun, which has since become a popular resource for dog lovers and develop a Twitter presence at @DogTravelFun – running regular Twitter chats and fun activities.
To support our social media marketing, we developed high-value content, such as an infographic and Doggy Travel Checklist, which proved extremely popular.
The project proved a huge success within Zoetis and has become a model content marketing case study for other departments. OST has since started working with several other teams and departments, but we continue to enjoy non-stop travel fun, of course!