changing the perception
Dogswell wanted to boldly proclaim that their jerky quality was greatly improving with the launch of a reformulated “Made in the USA” Chicken Breast Jerky treat for dogs. Dogswell asked us to design a program that would drive trial of the new Jerky Treat via a targeted sampling initiative, build awareness of the new product via a digital campaign and social media, and boost sales.
snack-sized, sharable video content wins
Our solution was an integrated program that started online and continued along the path to purchase into the retail environment. The universal digital tool for the campaign was a series of 6 original, utterly shareable GIFs that we filmed of dogs doing amazingly funny things for the new Jerky. Each GIF was inspired by a piece of consumer research and brought to life in what was possibly the most interesting and fun video shoot ever.
The GIFs and a 30-second product commercial were housed on a dogswell.com promotional landing page, along with new product information, coupons and the free sample offer. The call-to-action for the site and the Dogswell US Jerky campaign became: “You’ve got to treat it to believe it.”
direct mail sampling
The “Share A GIF, Get A Treat” promotion created a digital-to-physical interaction that led to consumers getting a direct mailer with a piece of individually wrapped jerky for your dog, plus a valuable coupon for the next purchase.