THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

The Test for Success Campaign

Entered in Business to Business, Pets & Animals

Objective

The Vetscan Imagyst transformed veterinary diagnostics, giving clinics expert-level insights in minutes and enabling faster, more confident treatment decisions. With five diagnostic capabilities in a single device, its potential was immense—but clinics needed guidance on integrating each new function into their workflow effectively. Because several of the tests available on Vetscan Imagyst were not typically conducted at the point of care, such as AI Fecal analysis and Digital Cytology, encouraging and supporting utilization was paramount to shaping the future of in-clinic diagnostics. 

To bridge this gap, Zoetis teamed up with FWD to develop an engaging training solution. The challenge: how to equip clinics with the knowledge to use Vetscan Imagyst to its fullest while also educating pet parents on its impact? The answer was Test for Success—a dynamic, interactive game designed to make learning intuitive, helping clinics optimize patient care with every new advancement. Test For Success gamified Vetscan Imagyst utilization in a way that incentivized and excited clinic staff, while also driving engagement with key training materials that could help set their clinic up for future success.

Key Metrics:

Strategy

The Strategy

To help clinics seamlessly integrate Vetscan Imagyst into their workflows, we needed a solution that was engaging, intuitive, and rewarding. Our strategy focused on three core principles:

  1. Engagement through gamification – A fun, interactive format would encourage participation and make learning enjoyable.
  2. Emotional connection – Tapping into veterinarians’ passion for animals would strengthen their investment in the technology.
  3. Effortless implementation – A simple, structured approach would fit easily into their already busy schedules.

With these insights, we created Test for Success, an in-clinic challenge designed to drive hands-on experience with Vetscan Imagyst. 

The Execution

  1. Gamification – An easy-to-use game kit was placed in each registered clinic, along with fun stickers to mark completed diagnostic indications. Upon completion of the game board, clinics earned rewards—such as dog toys and a pizza party—that reinforced the real-world benefits of the device.
  1. Connection – We introduced playful, test-themed characters that represented each diagnostic function. These characters appeared across campaign materials and even became plush dog toys for clinics and pet parents, making the learning experience more engaging, memorable, and personal.
  2. Effortless – A combination of targeted emails and dedicated landing pages generated excitement and guided clinics through the challenge. 

By transforming training into an interactive experience, Test for Success made Vetscan Imagyst utilization effortless—ensuring clinics could confidently integrate it into patient care, all while having fun along the way.

Results

Since its launch across the U.S., we’ve dramatically exceeded our target metrics with 500 clinic sign-ups and 350 Test For Success challenge completions! The overwhelming success of the Test For Success rollout led to a second 2024 challenge just for Digital Cytology.

And there will be more to come in 2025 — as Zoetis continues to launch new Vetscan Imagyst indications, we’ll create new characters and opportunities for clinics to win big for their teams, pet parents and patients. So far in 2025, new challenges are underway for senior and adult testing protocols for felines and canines, routine preventative care testing for healthy pets, and sick pet testing.

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Entrant Company / Organization Name

FWD People, Zoetis

Entry Credits