• Zoetis
• Virtual
• Diagnostics

The Challenge

Zoetis’ Virtual Laboratory is a groundbreaking experience for veterinary clinics around the world, connecting AI and human expertise in one cloud-based platform. We launched it with a clear, cohesive, creative campaign intended to connect with vets and their commitment to care, and move clinics forward.

Having disrupted traditional diagnostics, keeping vets comfortable and guiding them through the transition, we kept moving forward.

With the market primed and AI moving into the mainstream, competition was mounting. We had to shift the market again, and this time make it bolder. Creating a narrative of transformative innovation around Zoetis’ evolved portfolio. Placing them at the forefront of a paradigm shift.

Project Snapshot

• Industry
  Animal health
• Category
  Pet Care
• Services
  Insights, Portfolio Strategy, Brand Strategy, Creative, Campaign, Market Activation, Sales Enablement
• Awards
  7

FWD Thinking in Action

Diagnostics. But not as you know it.

A rich history of innovation, to move the industry forward. Marrying a trusted brand with genuinely meaningful advancement.

ABOUT THE WORK

Impactful advancements
Taking creative inspiration from the consumer tech space, we were ready to launch the new portfolio in a way that communicated state-of-the-art innovation.

Bold claims
We capitalized on product launches and innovation in AI-powered diagnostics to claim coveted in-clinic placements, adding deeper meaning to claims by showcasing the connectivity and support solutions that elevate the entire portfolio.

Deeper conversations
From sell sheets and brochures, we moved sales enablement into a space that better reflected the spirit of transformation.

Initial materials built familiarity and consistency. Then, a new digital engagement tool captured the innovation story in its entirety. True technological transformation across the entire suite, acting as a central campaign hub and conversation starter for sales, facilitating in-depth conversations with target priorities.

Results

59% onsite engagement rate*
370+ leads generated
30,000+ content downloads

*From organic traffic