During my junior year, I was provided the opportunity to curate a campaign for the GO! Solutions pet food line by Petcurean with a team of three others in my Introduction to Strategic Writing and Design course. Throughout this seven-week campaign, the four of us successfully conceptualized and executed a fully integrated campaign for Petcurean. Here’s how we did it:

Account Executive | Sydney Winburn Social Media Strategist | Natalie Rath Copywriter & Art Director | Me!

The Brief: Get / Who / To / By

GET: Pet parents ages 25-40

WHO: Have a pet with a special need that can be improved through its diet

TO: Recognize that Petcurean’s Go! Solutions is a personalized, premium quality recipe that will solve the toughest issues faced by pets

BY: Showing how pets deserve to be pampered too

Print Ads

Through our print ads, we chose to illustrate the diversity of needs GO! Solutions help combat in a humorous way by having our pets adopt high-maintenance human personalities. To further the personalized feel of each print ad, we chose to showcase typography that captures each pet’s character, as well as copy that shows how they enjoy the finer things in life. According to our target audience, 80% of millennials say that they are more likely to remember an ad if it displays some form of humor.

Out-of-Home Advertisement

With our out-of-home advertisement, we focused on creating a memorable experience with the GO! Solutions product line. That’s why we are introducing the Finer Foodtruck, a food truck that travels across the country to dog parks, festivals, and more in a variety of urban cities where our target has the opportunity for their pets sample GO! Solutions. There is a QR code on the back of the truck, allowing customers to sign up for Petcurean’s newsletter. Customers who show workers they signed up can use the discount code FINERFOODTRUCK15 for 15 percent off, or use the discount to buy packages directly from the truck.

Social Media

For our social media strategy, we are utilizing pet influencers on Instagram in order to promote the GO! Solutions product. Based on our research, we found that over half of millennials do not mind if an ad is from one of their favorite stars and this is no exception for pets. Instagram is the second most-used platform by our target and 87% of Instagram users have taken action after seeing product information on Instagram.

As for the pet influencers we chose, Waffles the Cat, who has not only accumulated 929,000 Instagram followers but has also been named a Top 10 Pet Influencer by Forbes, embodies everything about our campaign big idea of “It’s the finer thing.” With that many followers as a cat, how do you live anything but a luxurious lifestyle? The second pet we are choosing to promote GO! Solutions via Instagram is Doug the Pug, who, among also being named a Top 10 Pet Influencer by Forbes in 2018, has a whopping 3.8 million followers and a Peoples Choice Award victory under his belt.

Our second social media strategy is creating a Facebook support group pages based on specific sensitivities that GO! Solutions help combat such as skin + coat, hip + joint, allergies, etc. The Facebook groups serve as places consumers can go to in order to attain information directly from Petcurean about how GO! Solutions can help address their pet’s specific sensitivity as well as advice from fellow Facebook members about any questions or concerns regarding their pet.