THE GUTS TO WIN
Boehringer Ingelheim Equine Health
Problem
Performances horses commonly suffer from stress. And stress can lead to gastric ulcers which can dramatically effect how a horse performs. According to the American Association of Equine Practitioners, gastric ulcer prevalence can range as high as 90%. One of the best ways to manage stress in horses is to give them Ulcergard.
Action
At the beginning of the pandemic, when stress was top of mind, we created a multi-media campaign called “Moments of Stress” that educated horse owners about the moments that can cause stress and the behavioral signs to look for. Our goal was to associate Ulcergard with these moments as a way to prevent ulcers from forming.
Results
In a year when the perceived need for Ulcergard was a in a freefall seeing sales declines of 30% - sales during the “Moments of Stress” campaign rebounded to exceed prior years numbers by 3%. That’s a 33% turnaround.
We worked with an animal behavioralist to create a first of its kind equine anti-stress track. The music was specially designed to reduce stress in horses. Horse owners could play it in the barn, during trailering or even while riding. We created a video to accompany the music that helped educate horse owners about moments of stress.
Not equine stress related but still worth mentioning
No one cares for horses more than their owners. But equine veterinarians come pretty close. For World Veterinary Day, we created this content to celebrate the great lengths equine veterinarians go to provide the care they do, every day.