What’s important in this case study?
With Millennials putting off marriage but not pet ownership, they’re building deeper emotional bonds with their pets than older generations ever had. Which is why we chose to target them for the first ever “I and love and you” integrated campaign. We dug in to the target market to uncover a new way to communicate with today’s pet owner
In a crowded category with big players dominating messaging, “I and love and you” was struggling to find its voice. With everyone talking about better ingredients and better nutrition, how does a company who does the same thing stand out? Digging in to the target research we uncovered an insight that everyone else was missing. While anyone can tell an ingredient story, not everyone understands why this target chooses those ingredients and consumers are willing to pay much more for a better for you brand.
We realized that the reason Millennials are choosing healthy eating for their pet wasn’t to follow diet trends or to look cool, but because of their desire to take better care of their fur babies. Because they love them. Their love manifesting itself in the way love often does between two people; with crazy, silly, embarrassing actions and proclamations. We developed an integrated digital campaign around the idea that people do crazy things for love. And it’s just as true for their pets, as it is for people.
We planned out the entire re-launch of “I and love and you” to our dog-loving, Millennials, first starting by telling them where we came from, and where we’re coming from. We set the stage by launching a brand anthem video that we then disassembled to run across paid, social, and earned platforms in different ways. Focusing on the places where our target already was. We quickly followed with a brand belief “It’s not crazy it’s love” content piece that created a shared value with our target consumer. The entire time supporting our efforts with organic social programming, community outreach, and PR and paid support. All created and produced in-house over a period of 6 months.
“I and love and you” sales are up 40% since our relationship began. Our Amazon videos have outpaced the competition by more than double, driving click throughs and purchase from an otherwise untapped media outlet. We’ve helped push their social followings over 160k and are poised to make big strides moving forward. Above all, our clients feel like we’ve captured their brand in a way that’s authentic to who they are, and what they stand for.
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