Digital engagement agency, The Dubs have developed Australia’s only online social media hub for the veterinary industry, www.baytril.com.au for Bayer Animal Health.
The Dubs have created a social media campaign based completely on content rather than traditional advertising that aims to provide people working within the veterinary industry with a place to discuss topical issues, trade ideas and swap advice.
A 24 part interview series has been solely produced by The Dubs which features interviews conducted by Technical Service Veterinarian for Bayer Health, Bob Rees with key opinion leaders from the veterinarian industry discussing topical issues affecting the industry.
One interview a week will be released and vets are encouraged to comment and become involved in the discussion surrounding the issues discussed.
Justin Buckwell, Partner at The Dubs said “We have created a campaign for Bayer Health completely focusing on using content.”
“We are using social media to create Australia’s only veterinary online forum that encourages vets and people in the industry to comment on issues and get involved by voicing their opinions.”
“Notifications are sent out to a vet database via EDM encouraging these people to visit the site and become involved.”
“The campaign soft launched two weeks ago and has already received high levels of engagement. Of the 30 percent that are clicking through from the EDM almost 100 percent are watching the interviews all the way through,” said Mr Buckwell.
Leandro Posteraro, Brand Manager Bayer Animal Health said, “We chose to work with The Dubs on this campaign as they bring a unique expertise in content lead social media marketing.”
“We are impressed with the work they do with television broadcasters and applying the same principles to target niche audiences - in our case the veterinary industry.”
“The initial engagement levels are impressive and suggest the campaign will be a great success,” said Mr Posteraro.
The Dubs have been solely responsible for producing content, distribution of the content and the seeding strategy of the campaign.
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The Dubs is a digital engagement agency which creates environments that inspire audiences to interact with brands by connecting them with the brand’s story and each other. The agency has 15 years experience working with brands, content producers and their audiences such as ING Direct, AMP Capital and Bayer Animal Health in Australia and media groups such as the BBC, ITV and FremantleMedia in the United Kingdom.
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