Balancius Launch

CASE STUDY

Client: DSM Animal Nutrition and Health

Product: Balancius, an enzyme feed-ingredient for broilers

Objective: Develop a go-to-market strategy for Balancius in North America

Challenge: Figure out how to speed awareness and adoption in a crowded space

Solution: A comprehensive, integrated launch plan including owned, paid, earned and shared media

• Understanding our target audiences — their beliefs, attitudes and behaviors relative to the enzyme space
• Developing a product story and refining it through product message testing
• Building a plan to reach nutritionists through events, social media, key trade media and face-to-face selling opportunities

Deliverables and outcomes:

• Internal training event and materials to help DSM team build competence and confidence
• Sponsored customer event at the Arkansas Nutrition Conference, featuring a Facebook Live event targeted to poultry nutritionists
• Targeted digital advertising “geofencing” around key poultry events
• Face-to-face selling toolkit including sales aids, research briefs and mode-of-action story
• PR plan to reach trade media and key influencers