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OIE Rinderpest Game Promotion

OIE Rinderpest Game Promotion

The World Organisation for Animal Health (OIE) collaborated with us to raise awareness about rinderpest – a highly contagious viral disease mainly affecting cattle, that was globally declared eradicated in 2011.

We promoted the 2nd OIE Rinderpest Challenge – a contest created to highlight the rinderpest serious game, which was part of the OIE Rinderpest “Never Turn Back” campaign. The game was developed as an educational tool to help keep the world free from rinderpest, ensuring that the memory of this disease remains vivid for the next generation of vets and lab practitioners.

The individual and country with the most game points at the end of the challenge won a trip to Paris to attend the OIE General Session.

Marketing channels

  • Facebook & Instagram
  • Twitter
  • LinkedIn
  • Google Search & Display

Strategy

The aim was to target veterinary practitioners, veterinary paraprofessionals, students, teachers and lab technicians globally in English and 5 Asian languages.

While campaigns were run on five channels, Facebook rose to prominence as the primary channel, as it offered the most audience flexibility and reach for the target audience. LinkedIn did allow more granularity in terms of job titles, but the CPCs were far higher, so less budget was allocated to this channel.

The campaign ran for 6 weeks, which included a 2-week organic awareness phase and then 4 weeks when the challenge was active. Each week we created a new set of creative and messaging, which reflected the stage of the competition. Organic social was used to keep people informed about important challenge updates, and to share useful information about rinderpest, whilst paid channels were used exclusively to encourage people to download the game.

Videos, carousels, and static square images – both as paid and organic posts – were used.

Results

The volume of game registrations far surpassed OIE’s expectations, so much so that the servers for the mobile game crashed a week into the challenge! The issue was resolved after a few days, and it didn’t dampen the enthusiasm we generated for the game.

  • Over 16k game registrations to the 2nd OIE Rinderpest Challenge
    (more than 3x the original target)
  • 2 million veterinarians and vet students reached across our target regions
  • Over 16 million impressions across all platforms