Agency: Bader Rutter, Brookfield, Wis.
Campaign name: “Social Media in a Box”
Launch date: October 2012
Why we liked it: Global animal health company Zoetis used direct mail to send a social media startup kit to its audience of veterinarians. The kit, a cylindrical container that read, “You can lead a horse to water but you can't make him tweet,” contained a flash drive and instructions telling recipients to “Give your social media some horsepower.” When they connected the flash drive to a computer, recipients got tips on how to establish a presence on Facebook and Twitter. The mailing was both good-looking and effective, helping Zoetis connect with its audience by offering up something useful.