The Challenge
IAMS is a science-backed pet food brand, offering a unique ecosystem of free tools, resources, and information to help people become responsible dog and cat parents. But even with strong credentials, standing out in Canada’s crowded pet food market is no walk in the park. 61% of pet parents stick with the pet food brand they choose for their puppy or kitten as it grows into an adult, so every brand is battling to win the attention of puppy and kitten parents – because that could mean winning a customer for life. As if fighting the competition for new pet parent’s attention wasn’t hard enough, new pet parents are also overwhelmed with information as they adjust to life with a new pet (73% of first-time dog parents feel overwhelmed by puppy parenthood). It’s a noisy, emotional moment - and a tough time for any brand to break through. Our goal was to raise awareness and consideration of IAMS among new puppy and kitten parents, by highlighting our science-backed food and unmatched ecosystem of support tools. But in a market where every brand is shouting for attention, IAMS chose a different path.
The Solution
61% of pet parents stick with the pet food brand they choose for their puppy or kitten as it grows into an adult. To get ahead of the competition, IAMS didn’t target new pet parents - we created them. Getting a pet is a full-family/household decision, and hopeful pet parents will do anything to convince their household to get one - including homemade slideshow pitches. They’re all over TikTok – sweet idea, but unconvincing executions. So IAMS came to the rescue. As one of the first brands in the world to partner with Google’s cutting-edge Veo 2 model, we built an AI tool that generates personalised, tear-jerking, cinematic trailers of what life would be like if you had a pet, complete with all the expert IAMS advice you need to be a responsible pet parent. IAMS not only grabbed attention, it helped create the next generation of responsible pet parents.