Frontline Plus Digital / Merial

The Challenge:

Frontline Plus had historically been the flea & tick treatment leader in Aussie households, yet had recently lost market share to new competitors. Whilst they were sporting shiny new, easy-to-use sites, Frontline Plus had an outdated format that buried information and had such bad SEO that visitations via Google had plummeted by 85% by the end of 2012.

The Insight:

Our target market had changed. They were no longer desk strapped PC users, but tablet savvy mums who were managing their household (including their family pet's health) from their mobile devices.

The Idea:

To catch up and claim back consumers, Fronline Plus needed an overdue digital brand health update. 

frontlineplus.com.au

The first part of the update was launching a new responsive design website that was crafted to create a seamless experience for consumers – allowing them to access the site how they wanted to.

The site re-design included:

  • SEO driven copy to ensure the site was highly visible to Google and our consumers.
  • Overhauled UX taking into consideration the fold and intuitive button positions to help guide the consumer to the information they’re looking for.
  • New dynamic content spaces to allow management of seasonal messaging and keep the site relevant. 
  • Interactive product and dosage guides.
  • New video content to make our educational pages more engaging.
  • Flexible images, moving text and a fluid grid to allow the site to adapt to PC, tablet or phone to ensure all experiences are relevant, easy to use and look their best.

PetCheck

The second part of the update was to address the problem that many pet owners weren’t routinely applying Frontline Plus, and in turn the product’s efficacy was being questioned and brand loyalty decreasing. Pet owners, whilst committed to their pets, often lead busy lives and needed help to care for their pets between family and work commitments.

Our answer was the PetCheck Smartphone App - a tool to help them manage their pets overall health and wellbeing by providing quick access to their pet’s profile, treatment reminders, vet appointments, vaccination details and nearest retailer.

The App provides peace of mind by making caring for your pets health easy and worry free and supports the exact behaviour of routine application needed to protect brand loyalty.