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MSD Animal Health

Strategy gets straight to the point for farmers

Challenge

Any shift to preventative medicine offers huge benefits – for the animals, for farming professionals, and for the brands that have worked so hard to bring products to market. MSD Animal Health trusted Mobas with the challenge of encouraging sheep farmers to vaccinate against disease, rather than depending purely on antibiotics as a treatment.

Approach

We took an audience-focused approach, to deepen our insight into sheep farmers and their motivations. There is a common misconception across sheep farmers that vaccination is a bad thing. We came up with the concept of Project LAMB : Loss Avoidance for Maximum Benefit – which demonstrated the initiative as a campaign to support sheep farmers in terms of maximising their revenue and minimising their losses on-farm, through preventative vaccination.

Delivery

The Project LAMB identity was used across a host of marketing collateral, including for products such as Footvax, Enzovax, Toxovax and Scabivax. This was also executed across key marketing pieces such as the sheep farmer brochure, as well as high-profile exhibition signage at the Royal Welsh Agricultural Show. This swiftly led to plans to develop the Project LAMB presence across digital touchpoints, with a dedicated landing page and social media channels.

Outcome

Project LAMB has been extremely well received. MSD Animal Health now has a platform from which to talk to sheep farmers about preventative healthcare in a language that resonates with them, and in a proactive and supportive tone of voice.

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