SMS Campaign

THE CLIENT
Merial, a world leader in animal health and a division of the Sanofi Group, operate in both production and companion (pet) animal markets where they are best known for ‘Frontline’, the pet flea treatment.

A leading brand within their livestock portfolio is Eprinex, a gutworm treatment for dairy cattle which is sold primarily via agricultural merchants. By combating gutworms in cattle, it can increase milk yield by up to 2 litres per cow per day.

THE CHALLENGE
Merial had very little in terms of customer data and needed to build a database in order to implement effective CRM campaigns. The challenge was to build a database for customers of Eprinex, using cost effective and measurable methods. Previously Merial offered a discount on Eprinex products, in the form of a money-off leaflet, distributed via retailers, which contained no data capture mechanic.

THE CONNECTION
We developed an SMS service that provided discount codes for Merial products in exchange for a phone number, surname and postcode. The first campaign was a hit, building a database of 350 unique contacts.

Following that success, Merial launched a second campaign, this time achieving over 1000 responses. For such a simple technical implementation, in the space of a few months we created a brand new direct marketing channel, through which Merial can communicate with its customers. Taking into account that mobile contact with farmers is equally valuable and difficult to obtain, this is a great achievement.

THE RESULT
Over 1000 responses versus a target of 150 – resulting in a good quality customer database and new marketing channel for Merial.

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