Objective:

To increase brand awareness, increase purchase intent, and achieve 10% sales growth

Target Audience:

Women 35+ with an overwhelming desire to give back to their small dogs

How Magazines Were Used:

The use of magazines from a media standpoint allowed the advertiser to target women in adoring relationships with their dogs based on their ethnography habits. Magazines also allowed the advertiser to align itself with celebrity-driven content as one of the core aspiring components of the brand. In terms of production, magazines created a platform that accentuated primary creative elements such as the bold, vivid, color.

Results:

Increased brand awareness by 24%, reaching an all time high of 40.5%. Nearly doubled purchase intent 4.1 vs. 2.4 YAG. Gained 14.3% in volume sales within the wet food category, which saw a loss of 3.9%. Gained 14.1% in sales dollars reaching a total of $172 million. Reached an all-time high sales share of 15.2%.

Industry Awards:

Other Recognition:

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