Born of the Bond

TYPE: Brand Strategy & Planning


Zoetis is a global animal health company dedicated to supporting customers and their businesses in ever better ways. Building on more than 65 years of experience, Zoetis delivers quality medicines, vaccines and diagnostic products, complemented by biodevices, genetic tests and precision livestock farming.


A business decision was made to combine what were separate business units of beef and dairy cattle. Bringing the two together prompted the need for a single cattle brand portfolio strategy. A strategy was needed to unite internally and to reposition both units under a common umbrella to connect with customers and differentiate from the competition.


Starting the internal conversation.

We engaged Zoetis' salesforce in the campaign by distributing an interactive toolkit that showcased all materials, including tools for them like PowerPoint templates, email signatures … even virtual backgrounds. Their enthusiastic embrace of the idea jumpstarted the campaign’s adoption among the audience.

Continuing the conversation online.

We built a website that took the conversation deeper and then encouraged visitors to share their personal “bond” experiences on social channels, which 28 visitors did with rich, heartfelt stories.


The response to this launch was immediate and impressive. In the first 2 weeks, it generated over 155K impressions, 32 video shares, and 115 clicks to the website. Of the more than 2,000 video viewers, nearly 40% watched the full video. This demonstrates just how relevant this message is. In fact, more than one of our generally stoic audience, has admitted it moved them to tears.


Impressions in a Week