Comforting sounds for anxious hounds
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?
HOMEPAGE TAKEOVER IMPRESSIONS
INCREASE IN TOP-OF-MIND AWARENESS VS. COMPETITORS
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.
UNLOCKING LOYALTY FOR PRET’S US CUSTOMERS
Defining and launching a payment and loyalty app like no other.Read more
TAKING A HERITAGE BREWING BRAND INTO A NEW ERA
Reimagining a fragmented brand, leading with its time-honoured focus on heritage and sustainabilityRead more
Stimulating the coffee market
Making Löfbergs stand out – using original insights and a burst of creative Swedish energy.Read more