Elanco:
Farmer case study film footage and PR

Farmers learn from farmers and this peer-to-peer strategy was adopted in conjunction with our client Elanco, a leading UK animal health company. The campaign honed-in on what’s important to farmers, and demonstrated best practices that can both help maintain the long-term availability of worming treatments as well as improving worm control and animal health.

Goals

• Publicise the dangers of resistance to widely used wormers (anthelmintics)
• Elevate responsible worming best practice amongst UK sheep farmers
• Raise the profile and zero resistance credentials of the company’s worming product

Deliverables

• Recruit known farming industry influencers
• Source, interview and capture video footage of farmers using the product to relay their worming experiences, the challenges they have faced and the solution they have discovered
• Set-up a series of content generation days to capture footage, commentary for farming trade media stories and imagery
• Use YouTube farming channels and Facebook organic and display advertising to maximise digital outreach
• Engage trade journalists at key points in the sheep production year to influence sales.

“It's a privilege to work with such a motivated, knowledgeable, understanding and dedicated team. Keep up the good work!"

Elanco

Results

Keeping wormers working and stock healthy was the message conveyed by four farmer case-study videos on YouTube that received 1,496 views.

In addition, the campaign produced an editorial reach of 310,000 across 24 articles with features in leading farming media, including Farmers Weekly, Farmers Guardian Scottish Farmer, Farmers Guide, Sheep Farmer and a raft of other farming and veterinary titles.

Social media delivered 1,268,845 impressions; 27,650 engagements; 124,000 video views and an increase of 700 followers during the period for Facebook alone. 655 delegates registered for the virtual events.

Product sales also saw an uplift and there was a rise in their market share (not denoted due to commercial sensitivity).

Added value

Technical livestock husbandry know-how was paired with digital communications expertise. Putting farmers at ease by understanding farming terminology and farming lingo was key to authentic video content and testimonials that got to the heart of the issues. This made for engaging stories that proved such a draw to readers and viewers alike.