Creating the paw-fect playlist

THE CHALLENGE WE TOOK ON

Lockdown created a perfect storm of problems for dogs. Stuck indoors, they were more stressed and getting less exercise, while vet practices were closed and unable to help.

How could FRONTLINE® support pets and their owners from afar? What could they do in the wellbeing space beyond the flea and tick treatments they’re known for?

 

38k total streams

2.5 million homepage takeover impressions

48% increase in top-of-mind awareness Vs. Competitors

DISCOVER

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.

 

DEFINE

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.

DEVELOP

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.

 

DEPLOY

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 RESULT

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.

 

MORE WORK

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