A digital campaign to promote the RCVS-accredited practice scheme.
Strategy / Workshop / Video / Social / Direct mail / Digital
The Royal College of Veterinary Surgeons (RCVS), the regulatory body for veterinary professionals, needed a campaign to promote their RCVS accredited-practice scheme to the general public. The scheme offers reassurance to pet owners that their vet practice is working to the highest standards of care.
Press, TV and radio advertising were not appropriate for this campaign. RCVS wanted to use digital channels primarily, using a creative approach to help bring the scheme to life.
We worked closely with RCVS to understand their audience.
We ran workshops and focus groups with key stakeholders and veterinary clients. We met with veterinary professionals, both part of the scheme and not. And we carried out desk and primary research. All of which allowed us to really understand the market, the challenges and what being an RCVS-accredited practice means.
Using this knowledge, we were able to get to the heart of what it is to be an animal owner. What it is they want for their animals, what they expect and how they feel when they go to the vets.
The strapline ‘Veterinary care, from your kind of vets’, was developed. Its aim was to reflect the protectiveness, need for security and the care an owner would expect from their vets. Veterinary care from animal lovers like them.
The campaign brought to life the stories of veterinary professionals with their own animals, demonstrating that they understand the worry and concern that pet owners may experience when their animal needs veterinary treatment.
The aim was to create messaging that conveyed empathy and relatability; that veterinary professionals would treat the animals in their care as though they were their own.
Video was the primary tool used, allowing us to tell stories and bring to life the messaging in an emotive way – a new direction for this scheme. We also produced printed campaign launch packs that included posters and printed ‘selfie hearts’ to allow practices to incorporate the message in their premises.
To spread the campaign we used the social media networks of the member practices by creating video and image assets they could quickly share with their followers.
The campaign used the hashtag #yourkindofvets and we encouraged accredited practices and their clients to take selfies using the printed hearts contained in a campaign launch pack to spread the word about the scheme and their accreditation.
The campaign ran for eight weeks. In that time the campaign had a reach of circa. 750,000 and engagement on Facebook was 5.5%.
Medivet, a large veterinary group, commented on Facebook, “What an inspiring and charming video creative. Keep up the amazing work.”