Covetrus’ mission is ‘Advancing the world of veterinary medicine’. The campaign goal was to support this mission by educating veterinary professionals who were exploring proactive wellness plans as a means to improve animal health, grow their practice and improve client communications.
Bray St partnered with the Covetrus content lead to create an engaging content marketing campaign. The campaign’s objective was to showcase Covetrus’ authority on veterinary wellness and connect back to specific topics around Change Management and Wellness, which they had highlighted as focus areas for 2020. Supporting this strategy, we built a suite of marketing material for an ongoing campaign, including an insightful eBook as the cornerstone of the campaign. This was supported with a suite of assets which included eDMs, blogs, landing pages, social posts and paid advertising
The eBook was used as the foundation to develop a strong, unified campaign that led the art direction of this project. This encompassed circular graphic elements, pull quotes, icons and block colour working together to create a compelling story. The campaign goal of improving the health and wellbeing of pets was applied across all the assets using a combination of veterinary, animal-focused and lifestyle imagery that emphasised the owner—vet relationship.
Launched in early August 2020. Results to come.
The campaign material suite was well received internally and has been rolled out across Covetrus offices globally. This is the first of several international brand and content positioning campaigns.
“Bray St was an essential partner for our team in helping to bring this important campaign to life, and we continue to see strong performance and audience engagement since launch.”
Josh Casey, Content Marketer
Experimented with playful graphic elements and bold visuals, paired with animal and lifestyle imagery to tell a compelling brand story