Welcome to the Advantage Family.

The Advantage Family is dead serious about pest protection.
so we gave them a criminally effective campaign.

Background

Elanco needed to drive awareness of its Advantage Family of pest protection products, while bringing their multiple brands together cohesively. I led creative direction for the “Welcome to the Family” campaign — from the initial brainstorms and pitches through voiceover recording and implementation. By harnessing the surge of interest in true crime and the enduring popularity of mafia movies, our team created a breakthrough campaign that stood out in the category. Assets ran in programmatic OLV (including Amazon streaming), YouTube, Facebook, Instagram, display ads and Elanco’s Your Pet & You site.

Results

• In its first month, “Welcome to the Family” creative exceeded 1 million social views — the highest an Elanco campaign had experienced in the duration of time recorded.

• The campaign garnered nearly 2.5 Billion impressions in its first year.

• Clickthrough rate for online videos increased 65% year over year.

• Landing page visitors spent 40% longer on site versus previous campaigns.

• We also got a shoutout in AdWeek’s Wednesday Stir.