Zesty Paws National Pet Month Campaign:

Background

Zesty Paws is a leading pet supplement brand known for its colorful packaging that pops off the shelves and cult following of customers who swear by the product’s efficacy to enhance their pet’s lives.

The Challenge

The challenge lay in crafting a campaign that not only resonated with existing enthusiasts of the brand but also captured the imagination of potential customers, showcasing the irreplaceable role pets play in our lives and establishing Zesty Paws as a brand synonymous with enhancing the pet-owner bond.

The Solution

Konnect was tasked with developing an integrated campaign that drives awareness, sales and social growth during National Pet Month.  The Great Pet Takeover, where we showcased how pets truly rule all aspects of our lives. The 360-degree campaign included earned media, engaging and out-of-the-box social and influencer programming, along with a media and influencer mailer to drive conversions during a key drive time for the pet supplement category. 

The Proof

Earned Media: 

  • 66 Earned Media Placements 
  • 1.8 Billion Earned Media Impressions 

Consumer Survey:

  • 2.1k Survey Pick-Ups 
  • 5.3 Billion Survey Impressions 

Influencer Content:

  • 3 Paid Partners
  • 250k Influencer Impressions
  • 90+ Pieces of Influencer Content 

Social Media 

  • 800 Instagram Net Follower Total
  • 14% Avg. Engagement Rate 

Brand Experience 

  • 3 Brand Partnerships 

Let’s Build Something Big

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Our Process

Our process is iterative—and it’s never really “done”. While there are many steps that go into a successful campaign, there are a few key steps that we do in the best client partnerships—setting us and you up for success long into the future.

Audit + Gather Requirements

We take a deep dive into first-party data and consumer research to understand your brand and how we can make the biggest impact.

Align on Strategy + Goals

We meet with key stakeholders and align your brand’s business goals to create a clear and actionable path forward.

Launch

We strategically launch each piece of your campaign to ensure we reach your consumer at each phase of the buying cycle.

Track + Learn

We track, measure and report KPIs that matter most, developing a powerful formula to scale and drive future success.

Optimize

Leveraging our own expertise and the use of powerful tools we optimize your campaigns at every touchpoint to drive results.

How We Work

Flexibility

We’re always evaluating and evolving to create solutions that are scaleable and iterative.

Passion

We’re a group of individuals with a fiery desire to do amazing work and to position and drive demand for your brand.

Positivity

We know outlooks drive outcomes, that’s why we always start from a place of yes.

Integrity

We hold ourselves, our clients and our work to the highest standards in execution and decorum.

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