opportunity

Our pets make us smile and to help keep them smiling, WHIMZEES offers an easy solution for pets and pet parents alike – cleaning pets’ teeth while they enjoy a tasty treat. That’s more important than you’d think given that 80% of adult dogs experience dental disease and, for both dogs and cats, bad breath can be early sign that something’s awry.

Pet Dental Health Month in February presented the perfect opportunity to educate pet parents and raise awareness of Wellness Pet’s WHIMZEES® and two new SKUs.

approach

To stand out during Pet Dental Health Month, we prepared a duo of media-appealing spokespersons, including Wellness Pet on-staff veterinarian Dr. Danielle Bernal and pet parent and Bravo “Summer House” star Amanda Batula. Batula helped WHIMZEES tap into the pervasive Get Unready with Me trend – including her wind-down “brush” with WHIMZEES for her two dogs.

We hosted our own Summer House of sorts in February – inviting media and influencers, and of course their dogs, to a playdate with Batula and her dogs, giving our four-legged guests a chance to try WHIMZEES, including the new Freshzees™ for older dogs and first WHIMZEES for cats.

While Batula shared her Get Unready with Me tips, Wellness Pet’s Dr. Danielle offered on-site dental checkups for dogs. Dr. Danielle was also featured in broadcast interviews speaking about the importance of daily dental hygiene for pets.

results

Our Pet Dental Health Month takeover was a huge success – helping to put WHIMZEES in front of more and new pet parents in wide-reaching lifestyle media like Buzzfeed, HuffPost, Good Housekeeping, E!, Elite Daily, Parade, People and Travel + Leisure. We secured branded feature stories about WHIMZEES new products in trades read by retail buyers, too. 100% of earned media coverage included brand messaging, with 94% of coverage including a link to purchase.

Media coverage and social media activity surrounding the event combined to positively impact brand awareness and drive traffic to the brand website and the campaign paved the way for significant sales increases with retail partners, settign WHIMZEES up for continued growth.