Online Dog Food, Out-of-Home Campaign, Billboard Advertising.
Butternut Box
Brand
Butternut Box is a 100% online dog food e-commerce challenging the status quo in the industry by introducing natural fresh food for dogs using a subscription business model. As the story goes, it all started because the owners’ dog couldn’t stop farting.
Skills
Out-of-Home Campaign
Media Planning and Buying
Audience Research and Insights
Objective
Enter a new market, Ireland
Raise brand awareness
Challenge
After a successful launch in the UK, Butternut Box reached out to us to raise their awareness in a new country, Ireland, by using out-of-home media and billboards. The planning and timing were key since the audience is somewhat niche: dog owners.
Strategy & Execution
An effective out-of-home campaign is one with enough frequency cross-format that captures the attention of consumers, commuters and more in their very own different moments and locations that they go through daily. And that’s precisely the formula and strategy we applied to raise awareness for the brand across Ireland.
After carefully mapping all the potential relevant locations of this brand’s audience across retail parks, supermarkets, shopping malls, roadside and even selecting large formats to boost trust and dimension, we’ve created a complete detailed media plan with a mix of formats across these key locations that include Digital 6-Sheets, 96-Sheets, Digital 96-Sheet, and many more. The carefully planned coverage, locations and formats provided high-frequency at an effective cost, targeting potential buyers at both eye-level, high dwell opportunities and high traffic routes.
Results and How We’ve Measure OOH
The activation and campaign was a complete success having substantially increased brand awareness and generating an uplift of subscriptions for the region. To measure the success of the campaign, and since this activation was just on this region thus allowing us to isolate it in pair with a control group, we’ve monitored Google Trends, Organic Brand Search Terms, Paid Brand Search Terms and Direct Traffic all on Google Analytics thus having clear visibility to confidently attribute results and sales generated by this out-of-home campaign. Note that the aforementioned visibility varies from the budget and exposure of the OOH campaign which in this case was carefully considered.
Our Client said
"Thanks so much for your help on this project, you've done a smashing job and results! I'll be protesting we do all of our OOH through you guys going forward!" — Marketing Manager