Question Your Protection
You can’t fix a problem you don’t know you have. So, to get pet owners to upgrade their current worm protection to a better one, we first had to get them to question their pet’s protection. The campaign seeded doubt as the emotional entry point into their lives. As in, doubting that the category leader, Heartgard Plus®, was good enough for the dog they love, like it was a real human baby. And once that doubt had its hooks in, market share for the category leader began to look questionable.
4.5%
YOY increase in market sales
8%
Brand awareness lift
Social Content
For social, we built a library of complementary creative assets. Bold, thumb-stopping dog imagery was paired with interviewer-on-the-street content to achieve funnel-fresh targeting and audience appropriateness.
Digital
Using sequential targeting and website pixels, our online display ads were built to work with the social content to guide pet owners through the purchase funnel, serving relevant messages for each phase from awareness to purchase.
Results
4.5%
YOY increase in market share
8%
Brand awareness lift