Challenge
Bella & Duke are a raw dog food brand devoted to our four legged friends. As an entrepreneurial start-up, customer acquisition was a natural strategic focus. Our challenge was to deliver a better strategy for attracting and maintaining customers. One that didn’t rely purely on discounts and could attract a more loyal and long-term customer base.
A brand review highlighted that the weight of the brand messaging, which was very emotive and engaging but failed to convey the hard stats, had to change so our pet-loving target audience were getting the information they needed. People were simply not aware that many of the health issues their pets were experiencing were connected to their processed-food diet.
" Taking inspiration from Jamie Oliver’s work in changing public attitudes towards children’s diets, we set out to change the way people look at pet nutrition, and to promote Bella & Duke as leaders in that field. "
Sheryl Thomson
Creative Director, Union Direct
Solution
We knew that a garden-variety social campaign wasn’t going to cut it for this brief. We needed a rallying cry, not just another campaign. So, we decided to take on the big dogs - to declare a future where our pets could eat as nature intended. To Declare Raw.
Firstly, we harnessed the power of their biggest asset – dogs that were already benefitting from a raw diet. Using footage of real customers’ dogs, we complied a short video of their beloved pets doing what they do best. By personalising the video in this way, we had a sure fire method of making sure it was shared.
These user-generated testimonials also showed how lively, fit, and glossy raw-fed dogs are, demonstrating to new customers that the evidence was already there to see.
Along with a brand ethos video, we also created seven videos that picked up on the seven most common areas of improvement that customers notice when they start their raw journey.
All in all, we made sure that every step of the customer journey – from doubter to faithful follower – had all the necessary information, with engaging content to back it up.
Results
Customers old and new responded to the campaign to Declare Raw and engaged with the wealth of content available.
Taking on the big dogs isn’t easy but, with our help, Bella & Duke convinced a lot of loyal pet lovers to Declare Raw and commit to a raw food diet that their best furry friend would thank them for.
