Launching a new brand in social media
Zoetis, with over $4.6 billion in sales, was a new company and brand having just spun out of a pharma giant. Its name changed from Pfizer Animal Health and marketing wanted to increase name recognition and strengthen relationships with its end consumers – horse lovers and livestock owners. This, in turn would cause brand recognition to pull the product through distribution channels such as veterinarians. Because Zoetis wanted to establish the new brand and grow a community around it, their marketers turned to LiveWorld to balance regulatory and legal requirements while creating a deeply engaging program. In just six months, the LiveWorld team developed a brand building and lead generation program. This included creating an online space that attracted and aggregated the end consumer by providing a premium social experience.