ZOETIS
How it started: Zoetis’s main objective was to increase followers & engagement with a focus on diversity & empathy. Their original goal was to reach 10K followers to benefit from a business account on Instagram
How it’s going: Zoetis now has 20K followers with a recognizable brand style & increasing engagement numbers. The engagement from the vet professional community is overwhelmingly positive
ART DIRECTION, PRODUCTION, DESIGN
BRANDED MEMES
We knew our audience found community in meme groups about the ups and downs of being a veterinary professional. In order to infuse humor into our content while keeping it recognizable, I oversaw the creation of our illustrated Zoetis meme series. The illustrations kept content recognizably branded, while the meme structure provided comedic relief and a sharable content to our audience.
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BRAND STANDARDS
Zoetis instagram was lacking in an established branding on their instagram. Posts consisted mostly of their logo, two primary brand colors and stock imagery. I worked with the client to create a visual bank and brand guidelines, in order to create a recognizable cross-channel brand.
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in the wild...
Zoetis has seen a steady increase in follower count, exceeding their original goal of 10K. Content has also seen an increase in engagement especially on posts that have their CTA in the creative and post copy.
A creative bank was key in developing this brand.
Campaigns consisted of about
30 posts per month so having a bank of visuals that only required tweaks, rather than new creative each time, allowed us to create quality, consistent and lovable work each time.