#DogseeDogSong – How Dogsee executed the biggest digital campaign by an Indian pet food brand

Case study by Ittisa for Dogsee wherein it celebrated the Pet-Parent relationship, submitted under the category: 'Best Brand Building Campaign – B2C’ for LI Content Marketing Awards 2017

Dogsee

The Client

Dogsee is an industry leader and disruptor of pet treats market. This Bangalore headquartered dog treat brand manufactures natural, pure, preservatives & gluten free dog treats. The marquee brand ‘Dogsee Chew’ is made from pure yak milk from the Himalayas and are made, as they have always been traditionally made, un-tampered by any modern intervention. They have various ranges of products like Dogsee Chew (Made from pure yak milk), Dogsee Bites (Cookies made from natural ingredients like carrot, pumpkin, banana, and curd) and Seasoning powder for enhancing the taste of any dog food.

The Agency

Ittisa is a 3 year old bangalore based digital media agency. Ittisa, meaning ‘The Ruler’ in sanskrit is in true sense a leader in digital marketing. With clients like ITC, Vijaya Bank, Sunfeast, Aashirvaad, Red Chillies, Canara bank and more, Ittisa believes in building world-class digital experiences that easily metamorphose into offline experiences and help brands tell stories, build communities and transform their business.

Problem Statement

 As a healthy & a natural pet treat brand, our main problem statement was to create something of value that retains Dogsee’s positioning as the best friend of your dog and also celebrates the purity of the relationship between dogs & their parents.

Identified Objectives

  1. Execute a buzz-generating digital campaign
  2. Celebrate the Pet-Parent relationship while making sure that it’s engaging, garners organic views & places product objectively
  3. Position Dogsee as a friend who cares for your dog

Strategy/execution

On August 6th, 2017, as a part of its ‘Friendship Day’ campaign, Dogsee Chew, a dog treat company, launched a heart touching video, showcasing the special bond of pure friendship between a human and his dog. Within hours of it being launched, this extraordinary video went viral and managed to strike all the right chords.

The campaign was a roaring success, garnering a massive 400K views within 24 hours of its launch and reached a whopping 1 million views approximately, in just a week! This is a feat that no other dog treat brand in the country has achieved so far.

The success of this video gave rise to the #DogseeDogSong campaign idea, which was aimed at further popularizing the video. The campaign started with the pre-buzz activities, where the brand used it’s Social Media channels to thank people for the immense love they showed towards the video and simultaneously informed them about the campaign.

A contest was launched under the #DogseeDogSong hashtag as well. People were invited to send in their pictures/videos/dubsmash featuring their pet dog, and stand a chance to win exciting prizes. The contest gained popularity, with the campaign receiving a lot of reach and engagement.

https://twitter.com/poonam_216/status/898096401267032064

Results

The campaign was a roaring success, garnering a massive 400K views within 24 hours of its launch and reached a whopping 1 million views approximately, in just a week! This is a feat that no other dog treat brand in the country has achieved so far.

Dogsee Overview

On the day of the contest launch, the hashtag #DogseeDogSong remained the number one trending topic in India, on Twitter.

The campaign created more than 3K Tweets, resulting in more than 15M Impressions and 3.5M overall reach in just 2 hours. The hashtag used was #DogseeDogSong. This is by far the biggest social media campaign run by a pet treat company in the whole country.

Observations/lessons

This campaign was built for the love of dogs and was aimed at eliciting reactions from pet parents which we were successful in doing. One important lesson was that a campaign cannot run in silo and it needs to be pushed from various angles which is what we were right in doing.