Meet the Game Changers Campaign Showcases Innovative Producers & Solutions
The Work
Integrated campaign chronicles producer stories, the challenges they face, and the solutions helping move their operations forward.
The Challenge
Merck Animal Health has invested in both biopharma and technology offerings to bring cattle producers one of the industry’s most comprehensive portfolios of health and production solutions. As producers face growing pressure to improve efficiency, manage risk and build sustainable operations, Merck Animal Health wanted to demonstrate how its integrated approach delivers real value on farms and ranches every day.
Approach
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Producer-led storytelling:
Campaign is designed to document the challenges producers face, the decisions they make and the role innovation plays in helping them achieve their goals – all from their POV.
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On-farm content capture:
We go on the farm and in the barns to capture photography, video and in-depth interviews of each producer’s story.
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Suite of assets:
Perspectives are brought to life through long- and short-form video, photography, social assets and web experiences.
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Integrated promotions:
Content is amplified through an integrated promotional effort spanning social media, digital advertising, web content and ongoing communications.
Amplifying the stories
Integrated promotion amplifies producer stories across social, digital and web channels.
Driving product discovery
Spanning dairy, cow-calf and feedlot operations, Game Changers has introduced 15,000+ new users to the Merck Animal Health Cattle website – creating new opportunities for product consideration and engagement.
Results
The Meet the Game Changers campaign successfully positioned Merck Animal Health as a trusted partner in innovation by allowing producers to tell the story themselves.
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3MDigital impressions
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884KEngagements
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15K+website visits
