The initial U.S. launch campaigns for ConturaVet were structured around two clearly defined audience segments: veterinarians and horse owners. Each group required distinct messaging, creative direction, and targeting strategies to ensure relevance and engagement.

We developed coordinated display ads, Google Search ads, and Facebook campaigns tailored specifically to these audiences. In addition to interest and demographic targeting, we utilized curated lists of horse owners and veterinarians for direct outreach. On Facebook, I built campaigns that leveraged both our uploaded targeted lists and lookalike audiences created within the platform to expand reach while maintaining audience quality.

Creative assets used in the display and Facebook campaigns were derived from the print advertising materials I had designed, ensuring visual consistency across digital and traditional channels. This unified approach strengthened brand recognition while maximizing efficiency in asset production.

The Google Ads component focused on search campaigns built around researched keywords related to horse health, with particular emphasis on equine arthritis. By targeting high-intent search terms, we were able to connect with prospects actively seeking information or treatment options, supporting both awareness and lead generation objectives.

Campaign results showed that horse owner audiences generated significantly higher engagement and more form submissions than veterinarian-focused campaigns across display, Facebook, and Google Search. While the horse owner list was larger, budgets and impressions were kept comparable, indicating stronger responsiveness at the consumer level. Based on this performance, we recommended a follow-up email or direct mail initiative encouraging horse owners to speak with their veterinarians about the treatment, reinforcing consumer-driven demand as a strategic growth opportunity.

As part of ConturaVet’s U.S. marketing efforts, I developed a series of print advertisements designed for placement in equine-focused magazines and industry publications. To build the creative, I sourced high-quality imagery from iStock alongside brand-approved photos provided directly by the client.

Using Adobe Photoshop, I manipulated and color-corrected the imagery to incorporate ConturaVet’s brand colors, ensuring visual consistency and stronger brand recognition within the equestrian space. This included tonal adjustments, overlays, and subtle enhancements that aligned the photography with the overall campaign aesthetic.

Final layouts were created in Adobe InDesign, allowing for precise control over typography, spacing, and print specifications. The ads were designed to function in both full-page and quarter-page formats, ensuring flexibility across various publication placements while maintaining clarity and impact at different sizes.

The result was a cohesive set of print assets that reinforced the digital campaigns and positioned ConturaVet as a credible, professional presence within the U.S. equine market.

Rather than developing a traditional multi-page website, the client opted for a streamlined collection of targeted landing pages focused specifically on their two core audiences: veterinarians and horse owners. Each page was structured around clear messaging, focused calls-to-action, and audience-specific content designed to drive engagement and conversions.

In addition to informational pages, we created dedicated download pages offering sales materials and white papers. We have consistently found that providing valuable downloadable resources increases engagement and significantly improves the likelihood of form completion. By positioning educational content as a value exchange, the landing pages not only informed visitors but also encouraged qualified lead capture across both audience segments.