To gain their footing with the next generation of pet-owners, Grau had to appeal to a younger audience. The new value proposition “Generation Pet” positioned the brand as the No. 1 platform for all topics related to human’s cutest BFFs.
Solution
We wanted the launch campaign to be deeply rooted in social media culture. The creatives shouldn’t feel like just another artificial takeover but rather like a part of an already ongoing conversation. Therefore we let pets slide into their owner’s DMS and made them chat about their ups-and-downs of daily life together. Our very native social entertainment format connected to emotional key moments in a pet-owner-relationship.
Solution
We launched a campaign rooted in social media culture. Pets slid into their owners' DMs, discussing life's ups and downs, and highlighting those special pet-owner moments.
Within the first months, the brand engagement rate skyrocketed by 159% to 337% in total. We also generated 100x more followers compared to previous months. However, what really made us pop bottles, is that we established the most successful post since the launch of the profile.
