Elanco (a division of Eli Lilly) needed a bold new consumer campaign to steal share from the category leader with a new line extension, Interceptor® Plus. Although the original ask was for a television campaign, we recommended a more targeted approach with digital and social to zero in on competitive users and to maximize the marketing investment. Targeting competitive users who love spending time outdoors with their dog, our campaign urged them to GO EXPLORE, and they did. The digital and social campaign exceeded expectations. Interceptor Plus is currently forecasted to exceed sales goals by 30% and provide a 247% return on marketing investment.