Objective

MedicAnimal sold pet medication online, a category where the customer relationship is emotional and the product is clinical.

Social content for a pet brand is easy to do badly. The audience will engage endlessly with animals and not at all with pharmacy, so the work is finding the reasons to talk that are neither cynical nor irrelevant to the business.

Creative response

Retained social, content and PR support. This was an ongoing operational account with a weekly content rhythm, not a campaign.

The work was the social side, channel design and content. The wider strategy and account work sat with others.

• Facebook competition programme. Including a Pet Food UK competition and a recurring prize draw with weekly winners published to a fixed schedule
• Surprise a Customer. A social campaign built on unprompted customer contact
• Charity partnerships. A Wood Green appeal collaboration and RSPCA flood response content
• Press office. Coverage secured across the Sunday Telegraph and Huffington Post, with Pets at Home media coverage tracked monthly
• Daily media monitoring. A MedicAnimal Daily Media Wrap running through a specialist supplier
• A press coverage poster. Collating the results visually
• A formalised process. A proposal for updated process and collaboration with MedicAnimal, November 2015

• Facebook competition programme. Including a Pet Food UK competition and a recurring prize draw with weekly winners published to a fixed schedule
• Surprise a Customer. A social campaign built on unprompted customer contact
• Charity partnerships. A Wood Green appeal collaboration and RSPCA flood response content
• Press office. Coverage secured across the Sunday Telegraph and Huffington Post, with Pets at Home media coverage tracked monthly
• Daily media monitoring. A MedicAnimal Daily Media Wrap running through a specialist supplier
• A press coverage poster. Collating the results visually
• A formalised process. A proposal for updated process and collaboration with MedicAnimal, November 2015

Results

The November 2015 process proposal is the marker of maturity: a client and agency formalising their working rhythm is what happens when an account has proven itself and needs to scale.

Client correspondence is consistently warm, including thanks for a quick turnaround described as “perfect”, and enthusiasm on securing a Huffington Post piece.

The work