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

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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.