White Cross Vets, the 19-practice Leeds-based group that was bought by IVC earlier this year, has bagged an award for Best Use of Social Media from the Institute of Internal Communications.

The group won the award in recognition of how it put social media at the heart of the its 80th birthday celebrations, offering employees 80 prizes over 80 days with daily draws broadcast on Facebook Live and uploaded to YouTube. The prizes included a weekend for two in New York, European holidays, festival tickets, a 40” smart TV, an extra week holiday, an Apple watch, a chance to be the MD for the day and more.

The IoIC’s judging panel praised the campaign’s recognition of staff, fun and innovation, as well as saying there was so much to love about the award entry and one even said it brought a lump to their throat.

Justin Phillips, head of marketing at White Cross Vets, said: "Celebrating our 80th birthday, with more than 200 team members spread across the North and Midlands, meant we had to come up with an accessible event, that would bond everyone and reinforce our reputation as the employer of choice within the veterinary industry. 

"Broadcasting 80 prize draws in 80 days on Facebook Live ticked every box and was a fantastic spectacle that all our team members engaged with and talked about every day."

"The IoIC awards is one of the marketing industry’s most prestigious events, in a spectacular venue and surrounded by a wide range of global brands. These awards celebrate success, reward endeavour, inspire creativity and nurture best practice within the marketing community. For our campaign to have been recognised and rewarded by our peers is a huge source of pride within our business and has put a spring in the step of every single team member."

VetSurgeon Editor Arlo Guthrie said: "I've always admired the marketing and communications that comes from Justin and the rest of the team at White Cross. I think it's because as well as being fun, it's always sincere, something which is so often lacking in contemporary marketing communications. Anyway, with a little luck IVC will recognise the talent they've taken on, and sprinkle a bit of the White Cross magic across the rest of the group!"

Other category winners included household names like Oxfam, Volkswagen, Barclaycard, Sainsburys, Pets at Home, EDF Energy, Rolls Royce and Carlsberg.

PS: Whilst you're here, take a moment to see our latest job opportunities for vets.