PAIGE VANDERLEEST

To break through in a crowded veterinary category, Elanco and Galliprant launched an unexpected campaign that replaced forgettable swag with a bold, experience-led idea. BarkleyOKRP + Elanco challenged vets to stop playing with fire and start prescribing Galliprant by sending 15,000 clinics a branded hot sauce.

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As Social Supervisor, I led community management and UGC strategy, guiding my team through an overwhelmingly positive response from veterinarians. We actively engaged with clinics in real time, identified and amplified standout user-generated content. 

 

By leaning into the audience’s enthusiasm and fostering two-way engagement, we extended the campaign beyond the initial activation and helped drive 1MM+ social impressions, 120K+ page views, and a 16% lift in sales.