Concept: Drive interaction and engagement to bring awareness to how skin issues can affect a dog’s well-being with actress Kate Walsh.
Objective: Increase brand advocacy by inspiring authentic UGC and driving charitable donations to the K-9 Courage Program. Maximize awareness around canine itch products from Zoetis and its #MyDogsAGame social media campaign.
Use Case: Photo Lab + Video and Photo Gallery
Some brands easily lend themselves to collecting user-generated content, like the recent James Beard “Blended Burgers Project” microexperience, but for other products and brands, 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, their brand APOQUEL® (oclacitinib tablet) and their marketing communications partners, Ogilvy and GCI Health.
APOQUEL, in partnership with Actress Kate Walsh, launched a seriously cute photo and video hashtag microexperience using the Wyng Photo Lab and Content Galleries to bring awareness to how skin issues can affect a dog’s well-being. By sharing a photo or video of your dog’s A-Game on social media using #MyDogsAGame, each post will trigger a donation by Zoetis to the K-9 Courage Program, a charitable healthcare donation program that provides financial donations that support retired police and military K-9s.
Check out their dog photo and video gallery HERE, and upload your own to encourage pet owners to visit their veterinarian, who can provide information about how the right treatment can help bring back their dog’s A-Game.
Keep reading for a few tips on how your brand can leverage a Photo Lab to collect zero-party data.
Learn more about how brands, like APOQUEL, are using zero-party data to methodically convert their unknown audiences into known contacts — and their formula for success HERE.