What does it take to evolve a successful, beloved brand? Among other things, it requires a genuine understanding of the brand and its audience, the ability to fine-tune a company’s story, a partnership built on communication and trust, the skill to get it all done, and the desire to see it through.
BELIEF WINS OUT
We’d worked with FURminator for about six months—B2B pet industry marketing, sales collateral, and a consumer print campaign—when they told us that they wanted to move FURminator from its position as a steady, specialty brand to a household name.
As brand strategists, we were eager to take on the challenge of such a significant positioning shift. Perhaps more importantly, as dog lovers and FURminator users ourselves, we believed that it was the right move. So we got to work.
Coordinated and led meetings and produced results report
Ideation session, brand audit, industry analysis, and consumer insight
SOCIAL MEDIA STRATEGY
Comprehensive plan, including editorial calendar and measurement
Placement and delivery of yearly advertising cycle
Conception, writing, and design of hundreds of pieces of original content
PR & PROMOTIONS
Promotions and coordination with pet bloggers and industry influencers
Update to package messaging to reflect shift in positioning
Custom in-house and on-location shoots by our professional photographer
Pre-pro and professional-quality production and editing for all devices
PRINT & DIGITAL ADVERTISING
Design, creation, and delivery of full-pages, banners, and AdWords
SEO & UI/UX DESIGN
Responsive site architecture, design, development, and implementation
SOCIAL MEDIA MANAGEMENT
Daily consumer engagement through FB, Twitter, Pinterest, and Instagram
ONE MESSAGE, A THOUSAND VOICES
Having previously identified price as the primary hurdle to purchase for most potential customers, we used new messaging, “Worth It,” in an ad campaign to address that hurdle head-on. We knew, though, that it wouldn’t be enough for FURminator to use that language—we had to figure out how to get thousands of passionate FURminator brand ambassadors and influencers to use that language.
We did that in two key ways: by redefining the target audience and by creating a forum through which they could learn, and then use, that language. That forum was the Worth It social site and all the share-able content we created for it.
Words matter. A lot. But web content—that which is highly shared, at least—is visual. To encourage our audience to share the content and spread the message, we had to develop messages couched in highly visual content.
Expanding FURminator’s audience meant expanding FURminator’s social footprint. So we designed and established a presence for FURminator on Pinterest and Instagram (to add to their presence on Facebook and Twitter) and united them all through the Worth It site.
Our target audience comprises a large number of people actively spending time with their dogs, so the site had to be accessible at all times, in all places, on all types of devices. Like the brand strategy itself, the medium needed to respond to the environment of the desired audience, and our design work ensured that response.
CONTENT IS VALUABLE
Value is a cliché. Value is necessary. Value comes in many forms: currency, products, information, status, states of being. For FURminator, whose primary seller is a premium product, being a household name meant providing value across all categories.
We planned, conceived, and created content that pet parents—FURminator’s primary audience—would find valuable. For some, practical information is valuable; for others, humor or beauty is valuable. Expanding our audience meant expanding our marketing to content that would be valuable to all areas of our audience’s lives, from their pet’s coats to their pea coats.
What happens when consumer product meets cultural trend? A dog photobombing a wedding.
Planning + knowledge of audience + key words + a bit of luck = 70,000 hits on YouTube in three days.
We started with a few small projects and research for an ad campaign. That research convinced us that the audience for our partner, FURminator, was bigger than they’d been targeting. So we took that research, added to it our experience and analysis of their brand and their market, and put together a strategy based on our belief in the value of custom content and designed to shift FURminator from a beloved, but niche, brand to a household name.
Now that that strategy has been implemented, we’re monitoring consumer engagement and sharing; we’re seeing the fruits of an expanded reach. Pet lovers are sharing FURminator-branded content across social media platforms and their personal websites. And the FURminator name is no longer merely associated with professional pet products; rather, when you use FURminator products, you signal your membership in a community of people who value life with pets.
The transition from a beloved, but smaller, brand to a household name takes time, and we’re confident that with continued adherence to the strategy, regular assessment and adjustment, and continued content creation, FURminator will be loved by the wider audience that it deserves, making all the time and care expended up front completely worth it.
Have questions about our work with FURminator? Want to know more about the results? Give us a call today—we’d love to talk.