American Veterinary Medical Association (AVMA) established February as “Pet Dental Health Month” to raise awareness of the importance of pet’s oral health. WHIMZEES wanted to take advantage of this opportunity to establish themselves as a leader in the daily, dental, dog treat category. Their goal was to reach new consumers and to emphasize the daily use of WHIMZEES dental treats with existing customers.
January is typically the month of failed resolutions, lending February as an opportune month to re-commit to something. In this case, we asked consumers to commit and celebrate their dog’s positive dental health. Campaign goals included increased brand awareness, execution of successful product sampling, capturing new e-mail addresses, gain new followers and increase engagement on social media.
451 custom-created a landing page featuring the “WHIMZEES Pledge”. An email campaign was conceived to drive traffic to the pledge landing page. Motivated pet owners who signed the pledge to show commitment to their dogs’ dental health received a free WHIMZEES sample. Additionally, a month-long social media campaign with multiple posts across Facebook, Twitter and Instagram was launched to drive brand engagement. Wildfire, Agency 451’s Influencer Marketing team, engaged celebrity influencer, Wells Adams, to post about WHIMZEES and encourage users to take the pledge.
With no other brands doing anything similar, WHIMZEES led the pack in the dog chew and food industry for National Pet Dental Health Month. The pledge not only crashed the website, but garnered over 18,000 new email contacts.
Wells’ Instagram post had a reach of 390,796 and received 487,662 impressions. His celebrity endorsement helped WHIMZEES Instagram account exceed their goal of new followers.