ZOETIS

Itching for Help

Allergic itch, a common skin condition in dogs, is estimated to affect up to 30%
of the dog population in the US.
But a majority of dog owners aren’t aware of the signs of allergic itch in their pets. With Apoquel being the #1 prescribed medicine for allergic itch, we needed to help make pet owners aware of the signs of allergic itch.

A social-first awareness campaign with dynamic video content designed for pet owners scrolling on Reddit, Facebook, Pinterest and Tiktoks. Content was built around 3 Is: information, interaction and interest.

Content tapped into trending topics and familiar interfaces such as Netflix and the iPhone photo album, as well as breaking the fourth wall with screen disrupting treatments such as liquid effects and brightness.

We created a series of disruptive assets to highlight the signs of allergic itch in dogs. From video frames being bitten off the screen to highlight “biting”, to the entire screen shaking to emphasize scratching, we found the most effective ways to break the fourth wall. My personal favorite was the “licking” example below:

Heckin’ memes.

Lighting up a dark feed.

Siri & Netflix reminders.

Simple image and caption based made-for-Tiktok videos highlighted the same messages in a platform-friendly manner.