FROM START-UP TO STARDOM: THE PET DRINK THAT CREATED ITS OWN WORLDWIDE MARKET
Uniqueness, in marketing, is the one thing you need a product to have. If your product has many others to compete with, you make your toilet paper the softestest and your champagne not merely ‘sparkling’ but ‘pearled’. However, every once in a while, something truly unique comes along and no magic tricks are needed. Viyo is a drink for cats and dogs developed by veterinarians to reinforce your pet’s strength. Animals love the taste and because it’s liquid, its prebiotic bres easily reach the intestines. There, the bres strengthen the intestinal ora, boosting a strong defence mechanism and thus keeping your cuddly one in great health.
HOW COULD WE BE OF SERVICE?
The first part of our mission was to determine two target groups. One the one hand, we’d have to get vets on our side, on the other, we would make our way into the retail market and reach pet owners through specialty retail. Of course, neither party having ever heard of Viyo, we would need to find a way to inform them on the product’s many advantages. This would require a lot of content and communication: we needed customers to truly understand what Viyo could be to them and to their pet. What we needed was to be more than a brand. We needed to be a medium. We would use communication not merely as advertising, but as a service.
WHAT HAVE WE DONE?
First, we convinced vets of the strength of their new ally. For them, we developed Viyo Recuperation, a drink designed to support the recovery of cats and dogs after surgery and disease. Next, we went straight for pet owners, through the specialty channel. For them, we adapted the recipe and created Viyo Reinforces, a prebiotic drink which helps to strengthen the natural defence of both cats and dogs.
For the name of Viyo to become familiar to customers, we decided to create our own content. Seeing this brand as a coherent cluster of ideas was the strategy that led us to plugging content and relevant stories via a wide range of media, from Google key words leading to the Viyo website to stories posted via Pinterest and Youtube. The Viyo website tackles many topics, from eas to vaccinations, using key words frequently typed into Google’s search engine by pet owners all over the world. In just one click, a cat lady seeking information about kitten food is provided with useful tips and tricks on the Viyo website. And while she’s there, we’ll gently introduce her to the advantages of Viyo. It’s SEO technology at its best.
AND THE RESULTS ARE
Today, Viyo is being sold in eight countries. In two years time, the company has grown from a start-up to an international player. Viyo Recuperation is now sold by veterinarians in Europe, China, Australia, New Zealand, India, Brazil and South Africa. The consumer product Viyo Reinforces is in full preparation for launch in the UK later this year.