Campaign overview:
To support the launch of Pfizer Animal Health’s first weight-loss drug for dogs, MGH developed the National Canine Weight Check (NCWC) campaign, allowing dog owners to bring their pets into local vets for a free weight assessment. A microsite was developed (stopcanineobesity.com), with canine health information, a “find-a-vet” tool, and an interactive weight quiz. The MGH Word of Mouth team developed a presence on an assortment of forums, blogs, and social networks, and developed closed relationships with a variety of influential dog-focused bloggers.
Campaign goals:
The campaign aimed to inform dog owners about the importance of canine health, and to create awareness for the NCWC campaign and online tools.
Results:
Over a three-month period, the MGH Word of Mouth team generated an estimated 50,000 impressions on targeted dog owner/lover Web sites (forums, blogs, social networks). This resulted in nearly 30,000 click-throughs to stopcanineobesity.com, and 15,000 completions of the interactive weight assessment.
Additionally, almost 1,500 comments were posted in response to posts made on behalf of the NCWC. Of these comments, 98% were positive or neutral.
