Pet Parent Opps: Zoetis launches new campaign as digital spend surges
Animal health company Zoetis recently debuted a campaign that promotes the deep, loving emotional connection that horse owners and enthusiasts feel toward horses. Made by Colle McVoy and 10 Thousand Design, "Long Live the Horse" includes a comprehensive new brand design system, a refreshed, veterinarian-focused website, a new horse owner website, a national media campaign, retail collateral and social media, tradeshow and environmental graphics. Sellers able to offer relevant ad space should contact Zoetis soon to secure last-minute ad dollars.
The company's team is also growing; in January 2022, it named Melissa Norby as the head of its precision animal health marketing.
Per iSpot, the company allocated roughly $1.9m toward national TV commercials last year, less than half of the roughly $5.1m it spent in 2020. Zoetis's 2021 commercials targeted millennials watching shows such as Friends, Diners, Drive-Ins and Dives, Star Trek: The Next Generation, Chopped and CNN Tonight With Don Lemon.
In 2021, Pathmatics shows Zoetis spent approximately $15.6m on digital ads, almost double the approximately $8m it spent in 2020. The company ended up earning ~2.6b digital impressions in 2021 via Facebook (31%), desktop display (27%), mobile display (18%), Instagram (17%) and desktop video (7%) ads. Top site destinations for last year's desktop display ads included yahoo.com (14%), msn.com, espn.com, weather.com and outlook.live.com.
Right now, Zoetis is primarily targeting Gen-Z and millennial pet parents, as made clear by the drop in TV spend and rise in digital spend. It also targets veterinarians. According to Kantar data, the company also invests in print, OOH and local broadcast. As I briefly mentioned, I suggest sellers get in touch if able to offer relevant ad space.
Agency & martech readers - I don't currently see glaring signs of upcoming agency reviews, but you may have a shot at project-based work. Along with creative AOR Colle McVoy and creative agency partner 10 Thousand Design, Winmo states Zoetis works with LiveWorld on digital and social.
