Scenario
Our client was in a public relations crisis and the viability of the brand was in question. We were tasked with resuscitating our client’s brand, re-establishing its credibility with veterinarians and gaining veterinary recommendations for our client’s product.
Key Drivers
TR+C identified five brand attributes that would give the brand renewed credibility and were predictive of veterinarians’ likelihood to recommend our client’s product.
Action
We developed a plan to credibly optimize our client’s brand messaging and gain visibility among the veterinary audience with emphasis on the five identified key drivers of recommendation.
Outcome
Strong positive impact on brand recommendations and sales.
-
By year one, we saw a 15% growth in the number of veterinary recommendations of our client’s product, followed by continued growth of another 6% the following year.
-
We successfully re-established a dying brand and changed perceptions in the veterinary and pet owner communities.
