Campaign Goals: Drive brand awareness and build a relationship between Zoetis and horse owners through a photo sweepstakes
Template Used: Photo Lab
Some brands easily lend themselves to collecting user-generated content, like the recent partnership between Rimmel and “America’s Next Top Model.” For other products, however, it takes a little more ingenuity to launch a successful user generated content (UGC) campaign, which is why we were blown away by the recent work from Zoetis, the largest global animal health company, and their marketing communications partner, Bader Rutter. As mentioned on the #IVaccinated Sweepstakes landing page, “Annual vaccination is key to help keeping your horse healthy and performing at his best.” Using the Wyng Photo Lab, the team is producing a rich UGC gallery which also offers three lessons for brands with for their niche audience:
Not every product immediately generates an obvious UGC campaign. However, creative brands like Zoetis can capitalize on the passion and enthusiasm of their user base.