Elanco: A personalised Reminder programme, ‘Your Pet & You’

Elanco is a global leader in animal health dedicated to innovating and delivery products and services that prevent and treat illness. We worked with the Pet division which focusses on vaccines and treatment for everyday issues such as fleas and ticks.

We celebrated the many wins owners and pets experience along their life journey together. These can be dosing on time, correctly adjusting doses, acknowledging milestones, and even new tricks and exercise routines. We used emotive photography, engaging typography and design, a fun, emotive tone of voice, and allowed pet parents to personalise their comms through selecting pet emojis.

YourPet&You is hyper-personalised – the programme even brings in the customer’s pet name. We created a series of pet emojis allowing members to choose the one that most resembles their pet, appearing at relevant touchpoints and celebrating when they dose! The pet emoji allows Elanco to engage with audiences in a category where purchase and usage are low frequency, to build an emotional bond.

Through a reminders programme which employed personalisation on the ‘YourPet&You’ website and email, we were able to provide owners with tools to ensure their pets are regularly and correctly dosed. The personalisation engine and reminder triggers let audiences set their personal dose and repurchase dates, closing the sales loop with links to where to buy.

Detailed journey mapping allowed us to understand each stage of the pet lifecycle and the relevant medication usage. The data driven digital reminders service was designed to work against 36 touchpoints on the consumer journey.

Early research indicated a “huge initial interest in the new program from core audiences”.