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This document presents a case study about the recent launch of EQStable, the Zoetis social media program for its Equine pharmaceutical business: from strategy to content to over 100,000 likes with high engagement in just a few months.
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EQ (EQUINE) STABLE:
MUTUAL PASSION CONNECTS BRAND TO CONSUMEREXECUTIVE SUMMARY
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CASE STUDY: ZOETIS EQSTABLE
THE CHALLENGE
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THE SOLUTIONEQSTABLE
SOCIAL ARCHITECTURE PROGRAM-
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IDENTIFYING THE CULTURAL MODEL
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VALUE-DRIVEN CONTENT
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Connect
Build their businesses
Stay current
CHOOSING A PLATFORM
OWNER
HANDLER / TRAINER
INTRODUCING.... EQSTABLE
Based upon the established cultural model and venue determi-nation, LiveWorld developed a comprehensive social content programming plan, launch strategy, and growth plan; followed by launch, ongoing management, content programming, engage-
insights gleaned as the program evolved. The “About” page sets the stage in this mission statement: “Zoetis Equine is driven by our passion for horses and their well-be-
ing, and for the equine industry and those it supports; this is the
force behind our Facebook page. The consequences of disease and
lameness impact not only the animal but the owner as well. We stand
with you to provide you and your veterinarian with the best products
to help your horses enjoy long, healthy lives.”
LAUNCH PLAN
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CONTENT STRATEGY-
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TOP POSTS
THE RESULTS
-CREATE A DIRECT DIALOGUE WITH HORSE OWNERS
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REINFORCE BRAND CHANGE FROM PFIZER ANIMAL HEALTH TO ZOETIS
EXTENDED PREMIUM CUSTOMER EXPERIENCE
GOAL 1
GOAL 2
GOAL 3
Contact us at: +1 (800) 301-9507or by email at [email protected]
