Brand love you can measure
YEAR
2006 – 2012
CLIENT
Bayer Animal Health
INDUSTRY
Animal Health & Pet Retail
SERVICES
Brand strategy, accredited learning design, research, digital platform development, community management, campaign creation
The challenge
Bayer had a standout range of parasiticides but in a crowded veterinary market, that wasn’t enough. The company needed something that would do more than push product.
It also faced a critical challenge: Bayer didn’t know exactly what its customers were buying. Sales went through third-party distributors, so data was delayed, indirect, or missing altogether.
Bayer needed a way to build customer loyalty, support clinics meaningfully, and gather real insights without relying on distributor data.
Discovery
Spinifex started with research. We asked vets and nurses what their biggest challenges were—and got honest answers.
The top two pain points?
- Stress and burnout
- Difficulty with diagnosis
We also learned that clinics were desperate for practical support—not just more product samples, but things that would help them grow: marketing, learning, team tools, and recognition.
That formed the foundation of Bayer Accelerate.
Design
We built Accelerate as a full-scale brand advocacy program designed exclusively for veterinary practices.
It delivered three big benefits:
1. Grow:
Business planning tools, campaign kits, and real-world marketing resources.
2. Learn:
Dozens of accredited learning modules covering diagnostics, customer service, and practice efficiency.
3. Connect:
A digital community to share insights, celebrate progress, and encourage professional development.
And to solve Bayer’s visibility issue, we built a “bank your purchases” model where clinics logged what they bought and redeemed those purchases for marketing support:
- Custom-built clinic websites
- Monthly email newsletters
- Branded uniforms
- Messages on hold
- In-clinic signage and promo tools
This not only rewarded loyal clinics—it gave Bayer unprecedented insight into customer behaviour.
Delivery
Spinifex worked shoulder-to-shoulder with Bayer across the full lifecycle:
- Accreditation for learning modules
- Promotional toolkits and campaign assets
- Staff training for reps and support teams
- Dashboard and analytics for purchase tracking
- Personalised clinic plans with real ROI
Accelerate wasn’t just a marketing initiative. It became Bayer’s signature platform in the vet space.
Results
- Reached and engaged thousands of vets and vet nurses across Australia
- Built long-term brand preference through education, empowerment, and support
- Gave Bayer visibility on purchase patterns previously hidden by distributor data
- Drove measurable uplift in product recommendation and clinic engagement
- Delivered a scalable, trusted platform that continued even after the original partnership ended
Accelerate became more than a program it was a movement clinics were proud to be part of.
You can’t buy loyalty and advocacy is even harder.
But if you put people first and build something they believe in,
they’ll take your brand further than any ad ever could.