SOLID GOLD PET
Solid Gold Pet’s objective was to win the hearts of pet owners while communicating the benefits of a holistic pet food diet. We simply elevated pets to “people” status and let them deliver the benefits of all-natural holistic food from their four-legged point of view. We developed digital and traditional touchpoints, including; Facebook digital videos, expandable banner ads, Facebook carousel ads, and market-specific outdoor.
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FACEBOOK DIGITAL VIDEOS
Thousands of likes, shares and direct leads to Solid Gold Pet Food at Chewy.com
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TARGET AUDIENCE “SARAH”
The Solid Gold target audience is “Sarah,” a 25-34-year-old millennial pet owner. She’s picky about what she feeds her pet and makes smart choices. To better understand “Sarah,” we studied her daily routine and created “A day in the life of Sarah.” This live web-doc gave our media partners and us a better understanding of her daily routine and social media habits.
Click to view “A day in the life of Sarah.”
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SARAH’S JOURNAL
We also assembled an online web journal that mirrored her beliefs, priorities, and view of the world. Sara’s Journal helped shape the campaign and was also used to brief key executives.
Click to view “Sarah’s Journal
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DIGITAL DISPLAY ADS
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EXPANDABLE BANNER ADS
NEW PET OWNERS
The digital media buy was weighted heavily to new owner/adoption websites like Petfinder and Petango.
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YANNY OR LAURAL DEBATE
FACEBOOK CAROUSEL ADS
"Yanny or Laurel" took the internet by storm after a Reddit user posted the short clip of a word being read out loud, asking fellow Reddit users a simple question: What do you hear? Hundreds of thousands of people were engaged in a debate over what they heard. (click here to read more)
We quickly created scrolling Facebook ads that drafted off this cultural phenomenon. In turn, the ads received thousands of shares, likes and direct leads to Solid Gold at Chewy.com.
