The Life is Our Laboratory™ campaign was centered around a video series, profiling several

key researchers and their roles in the R&D process. All of the videos, along with support

material (research abstracts, interactive infographics, professional education components,

etc), were housed on an interactive microsite, where users could move through the FortiFlora

story at their own pace.

In addition to the site, a collection of promotional elements were produced, including print ads,

interactive web banners and a custom YouTube page — all of which, directed users back to

the full experience on the microsite.

Results and Effectiveness

In addition to being featured at several of the nation’s top veterinary conferences and gaining

exposure to some of the top veterinarians in the field, the Life is Our Laboratory™ microsite

received over 120,000 unique visitors and over 200,000 video views. The extremely high

levels of unique visitors, relative to overall visitors, indicates the true reach to our audience

and the strength of the referral sources. The pages per visit is a testament not only the strength of

the content, but to our ability to keep the audience engaged in the story.