Zoetis AAEP Experience
I designed an engaging in-booth experience for the Zoetis American Association of Equine Practitioners (AAEP) event, focusing on strategic experiential design to create memorable interactions. By incorporating elements such as a photo booth, interactive games, enticing prizes, and themed snacks, I aimed to enhance visitor engagement and create a lively atmosphere. This thoughtful design system not only captured the essence of the Zoetis brand but also encouraged attendees to actively participate, resulting in the best-attended AAEP event to date. My approach centered on fostering connections and ensuring a cohesive brand experience that resonated with the target audience.
AAEP ‘24
Incorporating Florida's identity as The Orange State into our messaging, we strategically aligned Zoetis' vibrant brand with the state's essence during the AAEP event. By inviting attendees to explore the concept of "orangenuity," we emphasized our innovative approach to advancing equine health. This connection not only enhances brand recognition but also communicates our commitment to fostering a brilliant, healthy future for horses worldwide. Through this strategic alignment of color, messaging, and purpose, we aimed to create a memorable experience that resonates with our audience and reinforces Zoetis' role as a leader in equine health.
The "Orange State of Mind" branding for the Zoetis experience at AAEP was crafted through a design system featuring engaging icons and visuals that embodied Florida's vibrant spirit. By utilizing orange hues and playful designs, the branding highlighted Zoetis's innovative approach to equine health, creating a memorable experience that reinforced its commitment to advancing horse well-being.
Held in Orlando, FL, AAEP 2024 attracted 5,156 veterinary professionsals, students, guests, and exhibitors from 45 countries.
— AAEP
548 Booth passport completions
—12% increase from 2023
The "Whack-a-Threat" game at the Zoetis AAEP event was strategically designed to engage attendees in a fun and interactive way while educating them about potential health threats to equine well-being. By incorporating game mechanics that required quick thinking and reaction, the experience aimed to simulate real-life scenarios that equine practitioners face. This design thinking approach not only enhanced participant engagement but also facilitated knowledge retention, reinforcing Zoetis's commitment to advancing equine health through innovative education. The game served as a memorable touchpoint, encouraging collaboration and conversation among attendees while effectively communicating key messages about equine health management.
The social strategy for the Zoetis AAEP event focused on maximizing engagement before, during, and after the event. In the lead-up, I created social media that highlighted the sunny weather with catchy lines like "Sunny with a 100% chance of equine education," providing event-goers a sneak peek at what to expect at the booth. During the event, posts included booth location details and showcased available activities, fostering real-time engagement. After the event, I implemented a follow-up campaign that highlighted user-generated content and testimonials, reinforcing the brand's commitment to equine health and nurturing ongoing customer relationships.
33,237 total social reach
— 22,707 paid, 25,282 organci
47,989 total social impressions
— 20,613 paid, 12,624 organic
57.8% email open rate
— 72% above benchmark
