C.O.nxt Case Study: Merck Animal Health
M-Power Dairy Campaign

The Challenge:
If you ask a dairy farmer to try something new, you better come with receipts that prove its worth. So when Merck Animal Health introduced a completely revolutionary way to work—a first-of-its-kind full-solution approach to dairy—our challenge was not only to grab attention, but also to demonstrate the direct, measurable impact that comes with having all the right tools, all in one place.
Our Approach:
First thing’s first: disrupt. We started by developing a strategy and creative execution that stands out from anything else out there. We gave the approach a name and structure that is easy to remember and understand. We introduced a strong creative concept with a unique neon element that connotes energy, empowerment and progress. And we put the right message in the right places at the right times to demand attention.
Of course, once you have attention you need to know what to do with it. Based on sound up-front strategy, we were ready with research studies, testimonials, thought leadership and more to add substance to the style and prove to farmers that their investment in a novel approach can pay big dividends.
The Results:
Since the launch of the campaign in May 2024 through August, our media placements have generated a collective 8,681,947 impressions, 57,119 clicks, 278 QR code scans across all print placements, 73,180 website sessions and 637 unique sponsorcast episode downloads. The campaign is still gaining significant traction and those numbers continue to climb.
The campaign is also already earning accolades. Merck Animal Health’s booth at 2024 World Dairy Expo, led by the M-Power campaign and messaging, won the award for best large exhibitor.
Campaign Video
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Social Media


