Merck Animal Health Micro Influencer Program Drives Brand Awareness, Product Consideration
The Work
Merck Animal Health (MAH) is focused on finding ways to increase awareness and affinity for the company and its brands among cattle producers they’re not regularly engaging. Today’s producers are increasingly turning to social media platforms to connect with fellow producers. MAH recognizes an opportunity to leverage its social media channels and micro influencer partners to engage with this important audience.
Approach
Work with micro influencers who are established MAH customers throughout the year to highlight important seasons – like branding, calving, summer deworming, etc. – and relevant MAH products, services and events that build brand awareness and interest. The primary KPI is to achieve at least a 2% engagement rate with the influencer content.
The Content
Influencer content was shared across Instagram, Facebook, YouTube and influencers’ personal blogs.
Not only does influencer content highlight specific products, but it also prompts producers to think about how to improve overall herd health management. Instagram was a key platform for influencer content, with story content driving significant impressions.
Results
The micro influencer program ran from January – December and covered 11 topics/products across three social platforms
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216.2kimpressions
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8.8kengagements
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4.27%engagement rate
