Zoetis – Farmers & Vets Community

Client - Zoetis
Skills - Community Management

Our Brief

For 5 years OST worked with the Ruminants Team at Zoetis, the world’s largest animal pharmaceutical company. Our mission was to connect Zoetis with UK farmers and vets on topics relating to beef, dairy, sheep and pig health.

Our Approach

Instead of pushing the brand, we set out to create a community through which farmers could engage and support each other. To deliver this we launched 4 Facebook and Twitter accounts (1 per species) and published daily news and insights for farmers and vets, showcasing content from relevant influencers.

We also hired a Vet (yes, really!) to write long-form blog content for Livestockfarming.co.uk, which supported our social channnels with more detailed information and opportunities to find out more.


Within 18 months our social media community had grown to nearly 100,000 engaged farmers and vets. Our social channels were driving 10,000+ monthly blog views and the campaigns we supported (such as Parasite Watch) were consistently overperforming.

The community also won multiple awards, including Best Digital Campaign at the Veterinary Marketing Awards (VMA) and Best Use of Social Media at The B2B Marketing Awards.


Monthly Blog Views
Fans and Followers

“The excellent support and insight that OST has delivered has given us confidence to expand our online and social activity.”

Adam Coomber

Digital Lead, Zoetis

Get in Touch

Fancy an informal chat about your social media?
Email us and we’ll get straight back.