Our Challenge

Blowfly strike deals a serious blow to sheep farmers every year. Elanco had the answer: a portfolio of treatments to “apply and forget”, and particularly wanted to focus on converting users from their product CLiK™ to the new CLiK™ EXTRA, while boosting awareness of sister product CLiKZiN™.

Our Solution

The RDP team conceived and developed a multi-channel campaign that drove awareness, education and behavioural change in the target market.

The 3 main content drivers were:

  • Setting the news agenda with Blowfly farm reports and predictions from Met Office data
  • Farmer experience lead content that delivered brand awareness and education
  • Alignment with key experts to deliver education and training – direct to the target audience

Our Results

  • Strong PR reach both online and offline
  • Digital CTR % above industry average
  • Reported blowfly tracker submissions increased tenfold

Disciplines deployed

  • Insight and data
  • Insight and data
  • Strategy and planning
  • Strategy and planning
  • PR and brand partnerships
  • PR and brand partnerships
  • Creative services
  • Creative services
  • Digital content and social
  • Digital content and social