Zoetis—the largest global animal health company—launched an innovative, multi-breed genomic test in April 2020. While a large launch event was planned, COVID-19 necessitated a revision of the launch plan including strategies and tactics to drive brand awareness with commercial cow-calf producers. The brand launch pivoted to digital tactics such as an eblast campaign utilizing media partners including BEEF Magazine, Drovers, NCBA, Superior Livestock and Ranch House Designs.

A virtual launch eblast was distributed through BEEF Magazine, NCBA, Superior Livestock and Ranch House Designs to more than 100,000 producer, consultant and industry contacts. The average open rate between all sends was 10.5%.

A three-part brand awareness campaign to more than 27,000 producers was distributed through BEEF Magazine eblasts. This three-part campaign included product details, genomic test trait and index information, and testing strategy support. The average open rate of the three-part campaign was 4.7% and the average click-thru rate was 7.2%.

A series of two triggered eblasts were distributed to more than 12,000 producers through Drovers. The two triggered eblasts were custom targeted to producers who had recently searched for a set of key words or phrases that matched the topics of genomic testing, replacement heifer selection and weaning. This phase of the campaign saw a 43.2% average open rate and a 7.9% average click-thru rate.