Situation

Merck Animal Health (MAH) is focused on finding ways to increase awareness and affinity for the company and its brands among cattle producers they’re not regularly engaging. Today’s producers are increasingly turning to social media platforms to connect with fellow producers. MAH recognizes an opportunity to leverage its social media channels and micro influencer partners to engage with this important audience.

Objective

Increase awareness and affinity for MAH and its brands among customers they aren’t regularly engaging as well as potential customers through authentic and educational content.

Approach

Work with three micro influencers who are established MAH customers throughout the year to highlight important seasons – like branding, calving, summer deworming, etc. – and relevant MAH products, services and events that build brand awareness and interest. The primary KPI is to achieve at least a 2% engagement rate with the influencer content.

Results

The micro influencer program ran from January 2022 – December 2022 and covered 11 topics/products across three social platforms

216.K impressions 8.8K engagements 4.27% engagement rate