Zoetis x Reddit

tl;dr 

As the world’s largest global animal health company, Zoetis is committed to nurturing the world and humankind by advancing care for animals. When Zoetis sought to spread awareness of allergic itching in dogs, Reddit and its massive audience of dog lovers were a natural fit. The Zoetis campaign was strategically timed to hit Redditors during April and May, when conversations around “dog itchiness” and “itchy dog” were at their peak—12% ahead of the monthly average.‍ Adding to the effectiveness of the campaign was Zoetis’ effort to lean into Reddit’s language and sensibilities, with Reddit-inspired headlines driving 63% of all clicks. Ad headlines crafted specifically for Reddit saw 20% higher CTRs while delivering 63% of all clicks—with no changes to the video asset.

An arrow pointing left
An arrow pointing right
32%

More efficient CPC vs. Reddit Benchmarks

40%

More efficient CPM vs. Reddit Benchmarks

Sources: 
Reddit Pixel & Brandwatch
Footnotes
A plus icon

Wendy Fitzpatrick


Consumer Marketing Manager, Dermatology @ Zoetis

Wendy Fitzpatrick

"When you show up on Reddit, it’s important to be authentic. For our campaign, we tapped into Reddit’s playful culture to speak directly to dog owners and educate them about the signs of allergic dog itch."
A 3D orange-red speech bubble icon.
An arrow pointing left
An arrow pointing right
Excessive licking 🚩 🚩 🚩 Know the red flags in your doggos behavior so you can act fast to treat allergic itch. Take our quiz to learn more.
An arrow pointing right
An arrow pointing left
Scroll for more
25
0
Comments

Know the signs so you can act fast to treat your dog’s itch. Have any questions? Visit itchingforhelp.com to take our quiz and learn more.
An arrow pointing right
An arrow pointing left
Scroll for more
25
0
Comments