This week The Drum Recommends: Commended is highlighting Cogent's work in Fresh & Fruity work for Pet Head.
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies each week to guide and inspire you in your journey to select a new agency relationship.
Earlier this year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
This case study and other interesting content can be found on Cogent's profile on The Drum Recommends.
The Brief
To increase awareness of Pet Head products, to help drive sales.
The Challenge
The Pet Head grooming range is owned in the UK by The Company of Animals. With Pet Head a relatively recent addition to their product portfolio, The Company of Animals wanted to build awareness beyond its existing loyal customer base and ultimately drive sales, on a modest budget.
The Solution
In the absence of smell-o-vision, our aim was to make it feel like you could smell the delicious scents of Pet Head products through the screen. We created ‘Fresh & Fruity’, a campaign designed to heighten the senses, and to ‘stop the scroll’ on social channels where the campaign rolled out. A series of eye-catching videos showcased the Pet Head product range, featuring some furry friends who are transformed by Pet Head products from mucky pups to pampered pooches.
The Results
67% increase in sales YOY.
A combined reach of 3.5 million people on Facebook and Instagram.
6.7 million views combined.
