ELANCO: PARVO IS POOP

BACKGROUND

PARVO IS A DEADLY VIRUS PUPPIES CAN CATCH DURING A WINDOW IN THEIR VACCINATION SCHEDULE, AND IT’S LETHAL IN 96% OF CASES. ELANCO HAD DEVELOPED AN INNOVATIVE CURE…BUT MEDIA WOULDN’T COVER IT AND MOST dog OWNERS HAD NEVER HEARD OF THE DISEASE.

The Provocation

Post lockdown we all noticed the same thing: more dogs, more dog shits, less responsibility.

So when Parvo turned out to be a gastrointestinal diseases that spread via doggy doo doos, this idea basically wrote itself.

The Promise

If we cleaned up poo, we cleaned up Parvo.

Seriously, it was that straight forward…

THE WORK

We turned poop into the idea, using it to drive behaviour change: because if you pick it up you stop the spread.

We spread shit across every platform and touchpoint - from live poop trackers that directed dog walkers way from high risk areas, to stopping people mid-scroll with shit content, as well as in-clinic and sales tools that prompted real world action.

The message was amplified through earned and partnerships, transforming an every day annoyance into a behaviour changing pubic health campaigns.

We even hijacked shit rants on NextDoor with content that directed concerned dog owners to their local vet, and turning complaints into action.

results

sometimes talking shit is the best way to get attention

39% sales lift

2B+ impressions

175+ unique media stories across 35 states

1,000+ cases reported to Parvotrack

600,000 interactions on campaign site

5,500 alert sign ups to Parvotrack

And we saved a lot of puppies