Veterinary Heroes LinkedIn campaign ignited a 5.6% engagement spark

Organic social, paid social, content generation, and community management

The client

MSD Animal Health UK is the leading animal health brand that embodies innovation, quality, and responsibility – protecting the health and well-being of livestock and pets in the UK and beyond.

Client goals

To celebrate and give thanks to the veterinary service industry, with an authentic and raw campaign that highlights the vital role of veterinary professionals in animal health and welfare that engages and empowers vets during a challenging time for the industry.

What we delivered

Sourcing compelling, user-generated content that struck a chord, was inspired by themes of ‘a day in the life’, ‘a vet’s story’ and striking insight into the breadth of veterinary roles. Mental health coping strategies were brought to life through raw video content and personal testimonials, recognising the extraordinary contributions made by vets and portraying the realities of an often tough and relentless vocation. Video footage was conveyed via social media over a four-month campaign period.

MSD Animal Health UK – Veterinary Heroes campaign
Pinstone winning VMA sustainability award

The results achieved

The campaign captured hearts and minds, leveraging engagement on social media with a mix of organic and targeted boosting; acting to enhance the relationship with the veterinary community and fulfilling a vital need for industry recognition.  

Campaign engagement rate
Average per-post engagement level
Followership increase in veterinary community
VMA awards social campaign 2024

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