Changing buyer behaviour using multi-channel ads – Vets Now

Brief

Vets Now approached Distract to look into a way to promote its triage video consultation service, Video Vets Now. This service was born of necessity during the global COVID-19 pandemic. As vets were closed or had restrictive visiting hours during national lockdowns, Vets Now spotted an opportunity to set up a consultation appointment service through video calls. 

Approach

With Vets Now, we wanted to produce an entire exercise in challenging and ultimately changing consumer buying behaviour. Traditionally, pet owners want to take their animals in to be seen, but video technology meant this was possible via a simple internet connection. 

Our aim therefore was to create a ‘Search, Pick, Click’ campaign which picked up on this new behaviour needed to sell the consultations. 

This campaign, produced with video content, animations and backed up by Google PPC and search ads meant a solid ROI. The team also made use of Google Discovery instead of Display, which matches users’ interests across several factors as well as targeting those open to finding out about new products.

Results

As a result of our work, the campaign reached an enviable CPA that converted to more than 1,200 consultations, delivering a 53.54% decrease in CPA over 2020-2021. The team also reached more than 7 million users across social media, including through two TikTok campaigns, leading the charge onto the hugely successful platform as its advertising capabilities became clear.