Social-first World Vet Day
Campaign
Highlighting Royal Canin’s commitment to caring for vets through authentic social content
The challenge
Royal Canin, a leading pet food brand in Australia, is committed to the health of cats and dogs and supports vets' crucial work. Ahead of World Vet Day 2024, Royal Canin aimed to celebrate vets nationwide. Vets provide more than treatments; their preventative and life-saving care grants pet owners valuable time with their pets. On World Vet Day, Royal Canin and pet owners expressed genuine appreciation for these dedicated professionals. However, without new research or news, a creative storytelling approach was necessary.
What we made
We developed "Celebrating Precious Moments," a platform highlighting the vital role vets play in keeping our animals happy and healthy. Royal Canin’s Chief Health Officer, Dr. Bronwen Stack, and various case studies shared stories of vets creating precious moments for pets and owners. A series of vertical videos showcased these moments, thanking vets for their care. Paid advertising amplified the videos, encouraging audiences to share their moments and thank their vets. Nominated vets received pamper vouchers, and participating pet owners got Royal Canin vet food. Influencers, genuine Royal Canin customers, created 'precious moments' videos, boosting reach and user-generated content.
Why it mattered
The strategy allowed Royal Canin to lead on World Vet Day despite having no new news. It generated 93 media pieces, reaching over five million Australians. The social campaign reinforced Royal Canin’s relationship with local vets and boosted brand awareness among the highly engaged pet owner community on social media. Authentic customer stories resonated with the audience, supporting Royal Canin’s vital association with vets.
Who made it
PR team
Social and digital team
Creatives and designers
Production