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Services Delivered

  • Visual Design
  • Social Media Strategy
  • Custom Facebook Development

SPCA

Our Challenge

Recently we were asked to assist with the launch of SPCA Premium Petfood. This brand is managed on behalf of the SPCA by Brand Support the people behind Cancer Society Sunscreen. Unlike the Cancer Society Sunscreen the SPCA Petfood didn’t sell itself. Our assessment was that petfood is a more habitual, high involvement purchase, one where changing products can cause both pet and owner grief. A TV campaign didn’t work, they needed to do something fast to drive awareness of the product and generate sales to keep the trade onside.

The Solution

Because of the SPCA’s strong brand values and the cause related nature of the product we believed a Facebook campaign targeting key buyers would work well. The key objective was to not only generate Facebook Fans but convert these into real customers as well. Do to this we put several ideas into the mix to try to do something special.

Custom Landing Page: Rather than just set up a Facebook Page we developed custom landing page within Facebook which explained to people what we wanted them to do when the arrived on the page. We designed something visually interesting to capture the visitors interest immediately. The page is here – while you’re there become a fan!

Build a Database of Qualified Buyers: To drive sales we added the ability to request a sample right from the landing page. We understood that a lot of people would just support the SPCA and that’s great but we really wanted to engage with people that would try and buy the product.

Story Forms to Engage: To make the form more interesting we used the story form approach. Rather than a long boring list of fields we created a story to engage the user and build commitment to take action.

The main benefit of the project was that you delivered on all aspects of your pitch. We found Young & Shand honest, straight forward and easy to deal with

Simon Hardly – Brand Support

The Result

For a very modest spend SPCA Premium Petfood attracted 10,000 fans within a week and had over 25,000 fans after three weeks. The campaign generated 40 million impressions and four thousand sample requests from qualified buyers.