Wagz

Challenge

Wagz, a connected pet lifestyle company that offers innovative, humane smart dog products, had launched a smart dog collar in 2020 that had some technical issues. Ahead of the relaunch of their new product they wanted to become a trusted resource for pet parents and rebuild their community.

Strategy

In parallel to immediately launching evolved social, we conducted an online survey to determine the right audience for Wagz to grow their brand within an emerging category of pet tech. We identified the characteristics of pet parents, dogs, the most appealing features of the smart collar, the optimal positioning and pricing options

Social Media Campaign

The Zozimus social media team developed a social strategy that focused on the empowerment of pet parents through a completely connected pet lifestyle. Wagz social media content highlighted this lifestyle and showcased how the Wagz product solves pet parents’ most common problems, positioning Wagz as a premium brand.

To help rebuild Wagz rebuild and regain the trust of the pet community, the Zozimus social team developed a community management playbook that allowed Wagz to confidently handle any question that customers, or potential customers asked on social media. In addition to the playbook, we developed escalation procedures and built specific community management reports.

 

Execution

Some of the results included:

• Identifying and market-testing ideal content types for each platform and Wagz’s unique audience
• Consulting on social media templates to keep content consistent with the brand
• Increasing Facebook reach by 77% and engagement by 340%
• Prioritizing video content, leading to 96k video views over a 6-month period

 

Tactics: Facebook

We employed a mix of text/photo graphics, pull quotes with social proof, engaging video, and article shares to maximize reach and engagement with their Facebook community.

Tactics: Instagram

We employed a mix of text/photo graphics, social media contests, engaging video, and branded Instagram Story highlights to grow and engage with the Wagz audience on Instagram.

 

Digital Marketing Campaign

Our digital marketing team executed on a full service campaign including email marketing and paid media to reach prospective customers.

 

Paid Media

The Zozimus team ran a multi-channel digital campaign that included display, shopping, paid search and paid social. As part of the shopping campaign, we also did some conversion rate optimization work which resulted in a doubling of the conversion rate.

We worked with our data science partner to develop a predictive model of sales by channel, which informed not only the sales/finance teams but it also helped the Wagz team manage any potential supply-chain issues.

 

Campaign Results

$92,348 total revenue gained

336 total transactions

397 units sold

 

Email Marketing

The Zozimus team created and executed on a multi-step email marketing plan that educated prospective customers on the features and benefits of the Wagz Collar. Our goal was to create new subscribers and prospective customers through email sign up with a multi-point touch. These email communications included product features, tips and tricks, and a clear roadmap after purchase to assist customers with setup.

 

Campaign Results

864,519 emails sent

14% open rate

3,969 website visitors

$2,299 revenue gained

 

Strategy Campaign

The Zozimus strategy team held 10 in-depth interviews with pet owners of medium to large dogs (15+ lbs). The goal was to learn reactions to the promise of a connected pet lifestyle, understand any appeal/dislike of specific Wagz Freedom Smart Collar features and benefits, explore which pet concern(s) the collar best aligns with and why, and explore pricing opinions.

 

Each survey was 15 minutes in length with the following objectives:

• Prioritize the appeal and relative importance of product features for the Wagz Smart Collar.
• Evaluate the relative appeal of four (4) proposed product positioning statements.
• Determine the acceptable price point and size the opportunity.
• Profile consumers interested in purchasing the Wagz Smart Collar.

 

Campaign Results

From these research activities, Zozimus was able to:

• Profile the most likely buyer for Wagz
• Identify the price point that would lead to optimal sales and revenue
• Solidify the most appealing brand and product positioning
• Prioritize product messaging

 

Public Relations Campaign

The Zozimus team developed and executed an integrated PR plan to launch product in market through proactive and reactive media relations, crisis communications and influencer relations.

 

Media Relations

• Drafted and issued media materials, press kit and press releases
• Identified short and long lead media opportunities to position Wagz as an industry leader
• Targeted and secured coverage across national consumer and business publications
• Managed press/obtained leads for trade shows

 

Crisis Communications

• Defined approach to crisis strategy & company positioning
• Conducted media training
• Developed internal and external communications
• Issued crisis statements and fielded inbound requests for info
• Ongoing proactive support
• Public sentiment tracking & reporting around specific crisis scenarios

 

Influencer Program

• Influencer identification and outreach
• Managed contracts and content development for paid
• Pitched and seeded product to unpaid influencers for authentic testimonials and review content
• Coordinated with social team to leverage content
• Unique links to track engagement
• Development of storylines for bloggers & potential ambassadors