K9 Advantix II: Tick Adoption Centre
TL;DR We captured urban dog owners' attention about tick season by creating a mock adoption shop for the surge of city ticks looking for "furever homes." Brand search increased by +48 pts, while sales conversion rate was 66% higher than the category average.
THE MARKETING ASK: Drive trial of K9 Advantix II amongst urban dog owners.
THE COMMUNICATIONS CHALLENGE: Studies showed urban dog owners thought ticks only appeared in rural areas.
THE UNLOCK: Pet adoption was a cultural craze for urban-dwellers during the COVID-19 pandemic.
THE STRATEGIC OPPORTUNITY: Show urban dog owners that local ticks are looking for 'furever' homes too.
THE CAMPAIGN IDEA: Tick Adoption Centre
A stunt takeover that created a real pop-up shop downtown Toronto, across from Trinity Bellwood's Park, where visitors could see real local ticks "up for adoption," as well as learn about the rise of tick encounters in urban regions like Toronto, and the benefits of using a product like K9 Advantix II.
THE RESULTS: Surpassed our YoY Google search interest by +48 pts | Generated a digital sales efficiency 66% better than the pet care industry benchmark.
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