It is not just an advertisement but a whole marketing strategy that puts dogs and cats as the center, who awaken immeasurable love in those of us who love animals.
With COVID-19 causing a big shift in consumer habits, pet owners are some of the biggest spenders online.
It is significant how consumers are drawn to animals in advertising. Cats and dogs provide a phycological release that intensifies feelings and brands tend to play on this. From special foods to clothing, desirable pet products can be very specific.
People who own pets take their responsibilities as pet parents very and with this they're willing to splurge on luxuries like beds, toys, clothing, travel accessories, gifts and grooming services, along with the necessities including collars, leashes, bowls, medicine and veterinary services.
This can only mean the pet retail market is hot and getting hotter by the day. Big companies and brands know there is a big chance for the big bucks if they aim to enchant pet owners with emotional advertising and as the pet industry grows we keep seeing more creative OOH campaigns.
Why Out-Of-Home advertising? According to some psychological studies, billboards are capable of engaging customers whether they’re consciously looking at an advert or not. Perfect to reach the pet
owner walking by the street reading his emails and why not? also try to engage with the pet.
Take a look at some of the most successful campaigns that use everything we have mention in this post.
DTC luggage brand’s marketers got inside the heads of the pups & kittens it was designed for using scented posters at “dog height.” The posters were painted with a scented coating to ensure that pet will notice the outdoor ad when walking by the locations.
Klarna , set up a bright pink mural located outside a dog park in Brooklyn with hundreds of dog toys in a “dog- and dog owner-first campaign.
Mars Puppo made a personalized poster – including name and bespoke dietary advice – for every single good boy and girl in the city.
Lost Dogs Home Shelter, decided to show people how wonderful and fun it is to have a dog. The campaign was a combination of experiential and tech.People could meet some friendly pooches and ask questions about adopting dogs in the experiential space.
Successful campaigns build an authentic and emotional connection with their target audience to achieve cut-through and pet brands have to work hard to stand out from the crowd.
Here are some tips to keep in mind while planning for OOH.
- Campaign Goal – What is your business objective?
- Target Audience – Who are you trying to reach? Is it a dog walker, a person with a old dog that requires a special diet food?
- User Experience – Do I want to aim my campaign to the owner or pet?
- Measure your campaigns success – This will help you to measure your return on investment, compare performance by unit and optimize your campaign.
In marketing, every dollar counts when your company might not have the same advertising dollars that a large company, but that’s okay! We can always help you develop and choose the right OOH and DOOH placements, contact us today at 210-610-5012 or email firstname.lastname@example.org Do you want to be featured or share our content? Email our marketing team: email@example.com