Click Digital Marketing


NZ’s Livestock Traceability and Disease Management Organisation

Deliverables: Digital Strategy, Social Media Optimisation, Analytics


OSPRI is a partnership between the Ministry of Primary Industries & the government, and is responsible for livestock traceability & disease management in New Zealand. OSPRI needed a way to help connect with its mainly rural audience in a more effective and engaging way.

our Game Plan

Our strategy involved segmenting our audience in to different PICA (people in charge of animals) groups in order to make sure our messaging was relevant to our audience. These PICA groups included beef/deer farmers, dairy farmers and lifestylers (people who managed livestock on a lifestyle block). We also utilised Lookalike type audiences to reach new users similar to our core audience, with the goal of engaging them too.


Over the strategy duration (1 year) we saw:

- 30% increase in website visits from Social Media channels

- 11% increase in audience engagement from our audiences

- 8% increase in farmers re-registering for their NAIT accounts

"Bayden is our Facebook go-too. His knowledge and expertise for building audiences and increasing engagement is invaluable and has produced great results". Cameron Williamson, Senior Communications Advisor, OSPRI New Zealand

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