Building community in the equine space.

Merial (now Boehringer Ingelheim) Equine: Show Mom Love

FIRST PLACE AWARD – REGIONAL BEST OF NAMA AWARDS

We helped build community around an unlikely product – equine ulcer meds.

THE CHALLENGE

How do you follow up a Winning campaign and continue to build community around a pharmaceutical?  You hit them with all the feels – again.

THE HUMAN INSIGHT

Being an equestrian is something that doesn’t happen alone. “Show Moms” are the unsung heroes of the equestrian world, giving up evenings and weekends to help their horse-crazy kids live their dreams.

THE IDEA

We used Mother’s Day to honor the unique relationship between equestrians and their horses with video and other content that celebrated the “Show Mom” role and encouraged them to #ShowMomLove. And girl, did they.

THE RESULTS

In just over a month, we reached 2.2 million people through 1.1 million video views, 17,500 social shares, more than 14,000 social comments and 85,000 social reactions that helped double the size of our Facebook community,  allowing us to continue developing and reinforcing brand loyalty and favorability around Merial and its winning stable of equine animal health products.

SHARES

17,500

VIEWS

1.1 million

REACTIONS

85,000

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