Vet Recruitment Campaign
Roles: Creative Direction, Campaign Strategy
Roles: Creative Direction, Campaign Strategy
Challenge: Rockin’ Pets, Rollin’ Vets is a Houston-based veterinary clinic that offers full-service mobile veterinary care, bringing fully-equipped surgical vans to pet owners' homes for various treatments. The clinic experienced rapid growth and struggled to meet the high demand, prompting them to seek assistance from BrandExtract in early 2022 to increase brand awareness among veterinary professionals to prepare for expansion into new cities.
Solution: Our strategy for the Rockin’ Pets, Rollin’ Vets "Day in the Life" video began with comprehensive audience and market research to ensure authentic messaging that resonates with target audiences. The creation of vet personas and accompanying journey maps informed the video and campaign messaging, representing a diverse range of veterinarians at different career stages. The video successfully highlighted the unique benefits of working with Rollin’ Vets and the advantages of their mobile vet services for both potential employees and customers.
Solution: Our strategy for the Rockin’ Pets, Rollin’ Vets "Day in the Life" video began with comprehensive audience and market research to ensure authentic messaging that resonates with target audiences. The creation of vet personas and accompanying journey maps informed the video and campaign messaging, representing a diverse range of veterinarians at different career stages. The video successfully highlighted the unique benefits of working with Rollin’ Vets and the advantages of their mobile vet services for both potential employees and customers.
Results:
2,272 views across social channels, the most successful video Rollin’ Vets had ever posted
2,272 views across social channels, the most successful video Rollin’ Vets had ever posted
Open rate of 31% via email, which was the highest open rate of an entire inbound marketing email campaign to raise brand awareness
This open rate is also 43% higher than the industry benchmark (21.72%)
Clickthrough rate of 27.8% via email, which is more than ten times higher than the industry click-through rate (2.49%).
Increase in leads from potential veterinarian recruits.
Successfully recruited/expanded into the Austin market.
Awards:
AMA Crystal Award - B2C Marketing/Sales Video: Rockin' Pets, Rollin' Vets Video
AMA Crystal Award - B2C Marketing/Sales Video: Rockin' Pets, Rollin' Vets Video
AMA Crystal Award - Marketing Automation: Rockin' Pets, Rollin' Vets HubSpot