Case Study / Petsmile

STRATEGY

Throughout the Petsmile launch, 5W executed an integrated public relations program to generate awareness of the “no fuss” product and to position Petsmile as a leader in the dental product industry. To maximize media exposure, 5W leveraged various pet groomers and vets, positioning them as experts able to provide compelling advice to pet owners.

To further connect with the pet industry, 5W partnered with VetSet, the on-the-go veterinary service, for Pet Dental Month. 5W utilized VetSet's experts to further build awareness and credibility for the Petsmile brand, establishing Petsmile as the must-use dental-care product for pets.

Understanding that celebrity endorsements are a key driver for traction among the pet-owner community, 5W also created unique campaigns leveraging celebrity dog trainer, Mario Barouille, for high-interest pet topics and relevant holidays on an ongoing basis, including: “How to Brush Your Pet's Teeth”, “National Pet Grooming Day”, and “Must-Have Holiday Pet Product”.

The team also enacted a social media program to further engage with Petsmile's audience and capitalize on digital influencers. To increase social media fans/followers, 5W introduced Petsmile to the social media dog community by gifting 20 Instagram dog profiles with Petsmile products.