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December 15, 2021
Independent Stevedoring’s Recruitment Campaign
December 15, 2021
NEWS / EVENTS
SPOTLIGHT ON… VIRBAC
An evolved media and digital mix sees strong campaign success.
INTRO:
In 2019, Virbac asked KingSt to develop a new campaign for a trace element injection to boost the immunity of calves and cows.
PROCESS:
The proposition for the product, MULTIMIN®, was ‘performance ready’. We brought this to life through a TVC featuring a rock star calf, and then translated this across print and digital with ‘hero’ photography styled in keeping with movie and music stars, creating a stand-out campaign that caught the user by surprise. Campaign success in 2020 saw the product budgets exceeded by a significant amount.
During 2021, we’ve been adding further layers to the campaign, telling the success stories from both the farmer and vet’s perspective. Yet again, we’ve seen strong campaign performance measures, and it has delivered results with growth in product sales and significantly exceeded sales budgets.
RESULTS:
Having launched this campaign with tactical placements in high authority channels, such as Country Calendar and agri-print titles, we are now evolving the media mix, and 2021 involved an increased proportion in more targeted digital placements. Seeing the results has proven the approach to maximise a careful mix of channel reputation and cost efficiency over time.We’re looking forward to seeing where we can take this next, and how we can continue to find ways to stand out in a sector where advertising has a very typical look and feel.Account Management and Production: Robyn Henwood and Ali Jeffrey
Creative Lead and Design: James Cleary and Nic Van Rooy
Media: Kwan Ng and Jeanine Rowell
Digital: Hannah McLean