AN UNSOCIAL NETWORK
Despite having the credentials to provide expert pet care advice, Frontline were struggling to engage with pet owners through social channels. Educational content alone wasn’t cutting through. So how do you get pet owners’ attention on social?
COMBINE CLEVER WITH CUTE
We used digital listening and search insights to tap into how pet owners behave online – how they speak, what catches their attention. These insights led us to create Pet Parent Club, a social community that takes the wealth of expertise Frontline has to offer, slicing and dicing it up into a calendar of short, useful titbits, alongside content that celebrates the joyful moments of being a pet parent.
By creating relatable content that engages pet owners and encourages them to share stories, we’ve built a community that is the go-to for pet parents looking for meaningful and relevant pet care information.
A COMMUNITY BUILT ON LOVE
We’ve built the brand awareness of Frontline, as well as vastly improved the engagement and reach of their social channels. Over the first 4 months we’ve seen:
· A 20% increase in reach
· 50% increase in customer engagement
· Web traffic increased by 704%