{"id":26300,"date":"2024-09-20T10:03:25","date_gmt":"2024-09-20T15:03:25","guid":{"rendered":"https:\/\/fleishmanhillard.com\/?post_type=work&#038;p=26300"},"modified":"2025-03-18T13:26:40","modified_gmt":"2025-03-18T18:26:40","slug":"b2b-and-b2c-creative-for-dog-pharmaceuticals","status":"publish","type":"work","link":"https:\/\/fleishmanhillard.com\/work\/b2b-and-b2c-creative-for-dog-pharmaceuticals\/","title":{"rendered":"Saving Puppies With the Parvo is Poop Campaign"},"content":{"rendered":"\n<div class=\"container cs-content_sidebar sticky-section\"\n     data-section-title=\"The Ask\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\"\n                     data-aos=\"fade-up\">the ask<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-left-start\">\n        <div class=\"col-md-7 offset-lg-1\">\n                            <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-11\">\n                        <h3 class=\"bold title side-line side-line-before side-line-light\"\n                            data-aos=\"fade-up\">Launch Elanco\u2019s first-to-market treatment for canine parvovirus (parvo).<\/h3>\n                    <\/div>\n                <\/div>\n                                        <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-10\">\n                        <div class=\"content body x-large\"\n                             data-aos=\"fade-up\">Parvo is a highly contagious and often fatal disease found in dogs, particularly puppies, that easily spreads through contaminated dog feces. It affects more than 330,000 puppies a year* and has a fatality rate of up to 91% without timely treatment.** Families can lose their pets. Veterinarians can lose their patients. Parvo is crappy in every sense of the word. But Elanco\u2019s breakthrough USDA-conditionally approved Canine Parvovirus Monoclonal Antibody (CPMA) drug could make it less so. Word just needed to get out so veterinarians would stock up and use CPMA to help save puppies with parvo.<\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n\n\n        <div class=\"col-md-4 col-lg-3 offset-lg-1 sidebar\" data-aos=\"fade-up\">\n                                                                            <div class=\"sidebar-title body x-large bold\">Expertise Applied<\/div>\n                                        <ul class=\"links\">\n                                                    <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/creative-strategy-planning\/\" class=\"link small\">Creative, Strategy and Planning<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/consumer-brand-marketing\/\" class=\"link small\">Consumer and Brand Marketing<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/b2b\/\" class=\"link small\">B2B<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/true-global-intelligence\/\" class=\"link small\">Intelligence, Insights and Measurement<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/media-platforms-storytelling\/\" class=\"link small\">Media, Platforms and Storytelling<\/a>\n                            <\/li>\n                                                <\/ul>\n                    \n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div id=\"picture-quote-block_3f4f2c2af380472a326ca44f484e2e52\" class=\"container-fluid quote-container picture-quote alignfull  dark\"\n     data-section-title=\"\">\n    <div class=\"container\">\n        <div class=\"row row-eq-height\">\n            <div class=\"col-md-6 ps-0 pe-0\">\n                                    <img decoding=\"async\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2024\/09\/Elanco_Parvo_SocialPost_Parvois-KillsandSpreads.jpg\" alt=\"Image of small gray dog with text about how Parvo is spread via dog poop.\"\n                         class=\"quote-image\">\n                                            <\/div>\n            <div class=\"col-md-6 quote-content\">\n                <div class=\"row no-gutters justify-content-md-center\">\n                                            <div class=\"col-md-8 align-self-center\"\n                             data-aos=\"fade-up\">\n                            <h4 class=\"quote\">Elanco-sponsored research found that 56% of owners were unaware of parvo\u2019s threat.*** <\/h4>\n                        <\/div>\n                                                        <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"container-fluid cs-content sticky-section\" data-section-title=\"Our Solution\">\n  <div class=\"container ps-0 pe-0\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">our solution<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-lg-start\">\n        <div class=\"col-md-11 col-lg-9 offset-lg-1\">\n            <div class=\"row\">\n                <div class=\"col-md-9 col-lg-12\">\n                                            <h3 class=\"bold title side-line side-line-before side-line-light\" data-aos=\"fade-up\">Educate and engage dog owners as the first line of defense.<\/h3>\n                    \n                                            <div class=\"content body x-large\" data-aos=\"fade-up\"><p>A lifesaving drug isn&#8217;t any good if owners don\u2019t know their puppies need saving. So, we developed an integrated campaign with a dual approach that, according to concept testing, aligns with veterinarians\u2019 feelings about dealing with parvo and makes it clear to owners that \u201cnumber two\u201d is actually enemy number one.<\/p>\n<p>\u201cParvo is Poop\u201d became the hero message, accompanied by a custom poop graphic in all B2C and B2B creative with 3D appearances in online videos and various real-life settings. The 360-campaign featured extensions across earned, owned and paid channels, and launched on April 23, which Elanco declared the first \u201cNational Parvo Awareness Day.\u201d That same day, <a href=\"https:\/\/yourpetandyou.elanco.com\/us\/parvotrack\">ParvoTrack<\/a>, the first and only parvovirus tracking tool, went live, allowing vets and owners to find and report parvo outbreaks and sign up to be alerted when nearby cases arise. A partnership with NextDoor (a platform well-known for complaints about neighbors who don\u2019t scoop poop) helped further identify problem areas and deepen targeted efforts.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n                                        \n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"video-block_b634ec67df44dd240ae2a31b2f1da9b2\"\n     class=\"container-fluid video-container  video alignfull\"\n     data-section-title=\"\">\n    <div class=\"row video-cover p-0\">\n                    <img decoding=\"async\" class=\"p-0\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2024\/08\/Parvo-is-Poop-Preplay-Image.png\" alt=\"\"\n                 class=\"cover\">\n                <div class=\"play-btn\">\n            <div class=\"eyebrow large bold\">PLAY<\/div>\n        <\/div>\n\n        <div class=\"video-player\" data-src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2024\/08\/parvo_poop_8sec_1920x1080.mp4\"\n             data-type=\"selfHosted\"><\/div>\n    <\/div>\n<\/div>\n\n    \n<div class=\"container-fluid impact sticky-section\" data-section-title=\"The Impact\">\n  <div class=\"container\">\n\n    <div class=\"row justify-content-center\">\n      <div class=\"col-md-8\">\n                    <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">the impact<\/div>\n                            <h3 class=\"title bold\" data-aos=\"fade-up\">Elanco is kicking the crap out of parvo. <\/h3>\n                            <div class=\"body x-large\" data-aos=\"fade-up\">In the first three months, the campaign generated 175+ earned stories and 2 billion impressions, helping draw 500K+ unique users to the campaign landing site. Concept testing proved the message would stick with 75% of those who participated saying the campaign was memorable. It also showed that people were compelled to act \u2014 68% of pet owners said they were motivated to speak with their veterinarians while 57% of vets shared they would be compelled to discuss treatment options with pet owners or talk to a sales rep (50%).* Best of all, CPMA helped save thousands of puppies, thanks to Parvo is Poop getting the word out.<\/div>\n              <\/div>\n    <\/div>\n\n        <div class=\"row justify-content-center numbers\">\n                    <div class=\"col-md-3 animated_number\" data-aos=\"fade-up\">\n                <div id=\"hits\" class=\"bold number-container\"><span class=\"number\">39<\/span>%<\/div>\n                <div class=\"body large bold description\">increase in CPMA sales<\/div>\n            <\/div>\n                            <div class=\"col-md-3 offset-md-2 animated_number\" data-aos=\"fade-up\">\n                <div id=\"impressions\" class=\"bold number-container\"><span class=\"number\">500,000<\/span>+<\/div>\n                <div class=\"body large bold impressions\">unique users to the campaign landing site<\/div>\n            <\/div>\n            <\/div>\n    \n    <div class=\"row justify-content-center\">\n                            <div class=\"col-md-7\">\n                <div class=\"body x-large image-description\" data-aos=\"fade-up\"><div style=\"text-align:left\">\r\n<p>References:<\/p>\r\n<p>* Elanco Animal Health. Data on File.<\/p>\r\n<p>** Venn, E.C. et al. Evaluation of an outpatient protocol in the treatment of canine parvoviral enteritis. Journal of Veterinary Emergency and Critical Care. 27(1) 2017, 52-65. doi: 10.1111\/vec.12561.<\/p>\r\n<p>*** Elanco Animal Health. Market Data on File.<\/p>\r\n<\/div><\/div>\n            <\/div>\n            <\/div>\n\n    <div class=\"row justify-content-center cards-container\">\n      <div class=\"col-md-11 ps-md-0\">\n        <!-- prettier ignore -->\n        <div class=\"row cards\">\n            \n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award blue\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-badge_icon icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">Data in Campaign Planning and Development<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">IN2 SABRE Awards North America 2025<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container align-self-center\" data-aos=\"fade-up\" data-aos-delay=\"300\">\n\n    \n<div class=\"unclicable-card award white\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-badge_icon icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">Best in Data Application<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">PRWeek US Awards 2025<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n<\/div>            \n        <\/div>\n\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/div>\n\n    \n\n    <div class=\"content-fluid related-content-container \"\n         data-section-title=\"\">\n        <div class=\"container\">\n            <div class=\"row justify-content-center\">\n                <div class=\"col-md-11\">\n                                            <div class=\"eyebrow medium bold\"\n                             data-aos=\"fade-up\">related content<\/div>\n                                                                <h3 class=\"bold title side-line side-line-before side-line-dark\"\n                            data-aos=\"fade-up\">You might also like<\/h3>\n                                    <\/div>\n            <\/div>\n            <div class=\"row justify-content-center\" data-aos=\"fade-up\">\n                <div 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