Case Study: MSD Saúde Animal achieves rapid brand traction for Defenza® with GhFly

MSD Saúde Animal boosts brand searches 403% with GhFly

MSD Saúde Animal faced the challenge of launching Defenza®, a new monthly antiparasitic product, into a market dominated by established brands. They needed to create a relevant brand identity from scratch, appeal to a broad audience, and generate rapid traction without conflicting with their own premium product, Bravecto®. They partnered with vendor GhFly to develop this comprehensive launch strategy.

GhFly developed the complete brand identity for Defenza®, including its visual identity, tone of voice, and a proprietary mascot named Max. Their key strategy was a pop culture-focused launch campaign centered around the "Baile Funk do Defenza®," making the product highly shareable. This integrated approach utilized digital, social, influencer, radio, TV, and outdoor media. The campaign drove a 403% growth in brand searches, generated 769.9 million impressions, and secured 4.4 million clicks, rapidly establishing Defenza® in the competitive market.

MSD Saúde Animal