Crop Nutrition & Protection
AgBiome
Challenge/Opportunity
Merck Animal Health came to AdFarm to build brand awareness and differentiate their vaccine, Innovax-ND-IBD, from its two competitors. The target audience of commercial poultry professionals was relatively small, comprised mostly of veterinarians and production managers. The goal was to create branding and unique tactics that would captivate the audience and promote Innovax-ND-IBD as the go-to product for premium poultry producers.
Services Provided:
Strategy, Research, Creative, Sourcing, Direct Mail Coordination
Delivery
The new branding of Innovax-ND-IBD focuses on the three main benefits of the vaccine: “Easy. Early. Effective. The 3 dimensions of protection.” This line was combined with a rendered image of a 3D printer constructing a chicken.
Since the target audience was quite small, we determined that high-end direct mail pieces would be an impactful way to share the new brand and messaging of Innovax-ND-IBD. It was also at the time where most of the country was locked down from COVID-19. Getting mail was one of the most exciting things during this time.
We created three individual mailings, each highlighting one of the three messages. For “Easy” we sent a branded Leatherman multi-tool with a card highlighting the ease of administration. For “Early” we sent a branded YETI coffee cup and a card highlighting the early immunity gained from the vaccination. The third and final mail piece was an actual 3D printed chicken and a fold out brochure tying together our “Easy. Early. Effective.” messaging.
Results
The direct mail campaign was met with a large amount of positive feedback from the veterinarians and production managers who received them. It sparked many conversations between these individuals and the Merck sales team to learn more about the product. The campaign also generated a large buzz at Merck internally.
