Public Relations Institute of Australia PRIA NSW + National HIGHLY COMMENDED
Best PR Campaign on a Small Budget
No Dog or Cat Should Die from Tick Paralysis
LBPR devised and implemented a national PR campaign raising awareness of the potentially devastating impacts of paralysis ticks (including death), and to drive pet owners to proactively ask vets about preventative treatments. LBPR’s PR strategy leveraged the fact no dog or cat should die of tick paralysis in Australia, leveraging traditional media and digital influencers.
The PR campaign exceeded all objectives, contributing significantly to MSD Animal Health’s commercial goals for Bravecto. Total sales and value market share went up. 72 pieces of timely, on-message media coverage appeared and 27 influencers posted 84 times, generating over 5,000 comments. Editorial coverage targets were exceeded by four times and key messages appeared in 98% of media coverage plus 100% of the digital influencer activity.
“LBPR truly helped us achieve strong sales for Bravecto in an increasingly competitive marketplace. We strongly believe this strategic PR campaign from LBPR was critical to the commercial success of Bravecto last tick paralysis season and the overall results we achieved are a true testament to success.”