In 2015/16 OST worked with Zoetis, the world’s largest animal pharmaceutical, on a pilot project to test the appetite among UK livestock farmers for engaging on social media. The pilot was successful, attracting over 10,000 farmer engagements in just three months.
This gave Zoetis the confidence to launch a major marketing campaign aimed at creating an online community of UK livestock farmers. The objective was to provide a communication channel through which Zoetis could reach farmers with valuable health information and guidance.
OST was commissioned to create the community using a suite of social media channels for the four primary livestock farming sectors: beef, dairy, sheep, pigs. This community-building on Facebook, Instagram and Twitter has been supported by a programme of creative campaigns – such as #MoovingIn, which attracted hundreds of farmer photos – blogging and influencer marketing.
This project has exceeded all expectations. We have created a community of 80,000 farmers and vets across eight social media channels, enabling Zoetis to reach millions of people in farming communities every month. Our specialist livestock farming blog is attracting 10,000+ monthly page views and is now frequently cited as leading industry website.
Livestockfarming won Best B2B Campaign at the 2017 Drum Buzz Awards and came Runner Up for Best Social Media Strategy at the Global B2B Awards.
Our main outcomes were to connect with farmers, to understand how they are using social media and to deliver engaging content that would help them with the productivity of their herds. The support and insight that OST has delivered has enabled us to do this in the most up-to-date way and has given us the confidence to expand our online and social activity.