Elanco:
Social media strategy

Elanco Animal Health UK was looking to build on its social media platforms to reach a broader audience of farmers and prescribers. We specifically focused on Elanco’s Facebook page, which was in its infancy, having only been set up the previous year.  The focus areas were to build general brand awareness, increase farmer awareness and vet/RAMA advocacy of key products that deliver sustainable worm control programmes and preventative ectoparasite control.

Goals

• To grow followers to 1,500 by the end of the year (we grew this from 745 to 1702)
• Achieve an average of 15,000 organic impressions per month (35,798 impressions per month achieved)
• Achieve an average of 150,000 paid impressions per month (215,019 paid impressions per month achieved)

Deliverables

We employed a combination of paid and organic social post content to increase impressions. This was executed through a combination of strong messaging and creative to both convey credibility and relay authority in the animal health market. It was important to instigate engagement and relate in a human way to the livestock farming and veterinary communities.

Results

• The follower count more than doubled in the period
• 35,798 organic impressions were generated per month
• 215,109 paid impressions were generated per month

Added value

Pinstone's daily live engagement ensured that an authentic and engaged company page positioning, responding and reacting to relevant industry posts. This demanded a strong agricultural knowledge and understanding of the industry landscape.

The team also supported pharmacovigilance monitoring including monitoring, responding and reporting, while also producing social content packs with resources and digital assets for use by distributors.