Pharma

Project background

I served as the social strategist for Virbac US in 2021. During that time I was able to partner with the internal comms team, PR, and account service to create a more cohesive story for the brand. Our main challenges for the year were creating and executing a creative social strategy on both Facebook and Instagram, implementing a successful influencer campaign, and proposing a budget that doubled our previous fiscal year.

Creative process

Before I became the social strategist for this account, we had a limited profile on Facebook that served as an additional resource beyond the client website. We posted once a week on Facebook. When I took over the account, we were able to double our budget for the year in order to do the following:

1. Launch an Instagram page

2. Increase posting cadence on all platforms to create more engagement. We increased Facebook to 2-3x/week, Instagram grid 3-4x/week, and Stories 1x/week.

3. Create a successful influencer marketing campaign that provided us with ongoing organic content.

4. Add more product portfolios to our social strategy.

5. Build a social strategy playbook for future guidance.

Final results

We saw an increase of 4.45% in followers on Facebook. We grew the Instagram page from scratch to 1,250 followers in six months and gained over 3 million impressions. We also were able to update our existing content to create a more cohesive story and utilize new platform features like Instagram Reels, and Story features (polling, stickers, custom filters, questions, etc.), and develop a strong community management protocol.