February is Pet Dental Health Month 🦷
Problem Statement
Dental health is a very misunderstood topic in the pet health industry. There are so many misconceptions about what is actually needed to keep your pet’s teeth healthy and even more so, how intense the consequences can be if you don’t.
01 Gameplan
We wanted to play off the idea of new years resolutions with this campaign and try to make pet dental health more fun. It can be a very overwhelming topic for pet parents, so we crafted a series of emails and social posts to help explain and guide. The goal was to get people to sign up for Pawp’s tele-health service and talk to our vet pros about their pet’s dental health.
02 Execution – Emails
The below series of emails, assets and heroes are just a small selection of what we put together to advertise this campaign. We created a calendar that was shared on social media and added to emails to guide pet parents. We offered incentives from dental treats and toys to tooth brushing kits with sign up for Pawp’s membership.
This campaign performed with an average of 8% CTOR (click to open rate), 4.25% unique click rate, and a 2% conversion rate.
02 Execution – Social
Our dental month challenge was mostly executed on Instagram. We posted in-feed for an intro to the challenge, as well as introducing it via email. The introduction posts are linked below. Once we introduced the campaign, we posted an instagram story each day with that day’s challenge.
We also posted several content pieces throughout the month to back up the importance of dental health and keep our users engaged.
