Creating the paw-fect playlist

During the pandemic, 3.2 million UK households welcomed a new pet into the family. After doing a lot of complicated sums, we calculated that this meant 3.2 million pets needed to adjust to a new home – a stress-inducing experience for any animal.

Our insights cemented the view that FRONTLINE® should focus on stress reduction and mental wellbeing – specifically in dogs, whose outdoor time was most likely to be impacted. Meanwhile, research had shown that music was a powerful tool in reducing anxiety in dogs.

Music and dogs? Our creative team were about to receive their Best. Brief. Ever.

We partnered with Spotify to create the first ever Spotify playlist exclusively for dogs.

The playlist was designed to keep dogs company when home alone, using the pawfect mix of soothing music.

We streamed 620 minutes of pure belly-rubbing bliss. And, throughout the campaign, we positioned FRONTLINE® as the supportive friend that understands pet parenting, with the expertise to provide credible guidance.

The numbers were as impressive as our track picks. The playlist was streamed 38k times, the homepage takeover made 2.5 million impressions, and FRONTLINE® saw a 48% increase in top-of-mind awareness versus competitors.