Beaphar is a global pharmaceutical manufacturer of healthcare products and food for a range of animals.
As the Digital Marketing Executive for Beaphar UK, I managed the digital marketing strategy for the UK and covered the full digital marketing mix, including the go-to-market of several new products. I worked closely with a range of stakeholders developing relationships with external agencies and partners, as well as working closely with colleagues based across Europe. I also worked on a range of campaigns for multiple products and projects targeting both B2C and B2B customers.
Campaign Case Study: CatComfort Calming Range
Campaign Brief: November 2019 saw the launch of CatComfort, Beaphar's latest product aimed at helping cats stay calm during stressful situations, such as bonfire night.
With the leading competitor, Feliway, having a similar product with a significant market share, our market penetration campaign focused on our brand-loyal customers. We launched a multichannel comms campaign across targeted digital platforms, trade materials and special events.
CatComfort retailed at a very competitive price, significantly undercutting the competition on Amazon.com, in multiple Pets at Home stores and in a large number of independent retailers.
Solution: As part of our digital media, we commissioned three product videos. The video strategy followed the HHH model, creating a mixture of content including our Hero video (published on our website, retailer product listings and YouTube ads), our Help videos (how-to videos showing the customer how to apply the product), and our Hub videos (several short, shart videos used on social media and as pre-roll ads on YouTube). We also ran a range of targeted paid ad campaigns and published several thought-led articles on our content hub throughout the campaign.
Project: Beaphar Training Platform
Problem: Beaphar had an outdated training platform that was part of the Beaphar website and was lacking key functionality compared to competitors (both on the front and back end of the system). This meant customers and SQPs were only completing three to four courses out of 10 on average.
Solution: I presented a new solution to SMT that would allow Beaphar to develop a training platform that offered greater functionality and overall better user experience, with the aim to improve the user retention rate. Once approved, I went with a third-party solution called Thinkific. This tool allowed me to create a professional, feature-rich and white-labelled training platform.
Results: We saw a significant rise in new SQPs joining the platform over a 3 month period with a course completion rate of eight to nine.
Videos and Ads
Video played a key role in our digital strategy across all campaigns. Below, you'll find several videos that I either project managed (working with external agencies) or filmed and edited myself.
Beaphar | Videos and Ads
Beaphar CatComfort®: The pheromone calming range
Beaphar | Easy to Worm
Beaphar | How to make Beaphar Lactol Milk
