The Pack
CAMP BOW WOW + AMAZON PRIME PARTNERSHIP
Amazon Prime released a show centered around human-and-dog duos and their bonds in November 2020. The show featured these dynamic duos embarking on adventures and competing in challenges across the globe.
To get the word out about their newest show, Amazon Prime partnered with Camp Bow Wow to reach doggy parents across the country.
My job included seamlessly blending The Pack’s branding style with Camp Bow Wow’s and using that new style to create three separate marketing campaigns advertising the show and Camp Bow Wow’s premier dog services. Camp Bow Wow’s goal was to increase brand awareness to drive an uptick in dog visits, increasing revenue.
Step 1
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Step 1 〰️
Campaign number one included introducing the the Pack to Camp Bow Wow’s social media audience on both Facebook and Instagram. The “Packs” were introduced organically while a variety of interactive posts were shared to their stories. These stories prompted users to screenshot the image, adding it to their camera roll, filling out the prompts, then reposting to their own stories and tagging @CampBowWow for a chance to be featured. This strategic approach widened the reach of our advertising to include the followers of our followers which also bolstered our brand awareness.
ADVERTISING THE SHOW
Step 2
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Step 2 〰️
Campaign number two included introducing the the Pack to Camp Bow Wow’s social media audience on both Facebook and Instagram. The “Packs” were introduced organically while a variety of interactive posts were shared to their stories. These stories prompted users to screenshot the image, adding it to their camera roll, filling out the prompts, then reposting to their own stories and tagging @CampBowWow for a chance to be featured. This strategic approach widened the reach of our advertising to include the followers of our followers which also bolstered our brand awareness.
ADVERTISING THE EVENT
Step 3
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Step 3 〰️
To tie the partnership of Camp Bow Wow and The Pack together, Camp Bow Wow decided to add their own contest element to the marketing campaign. A free year of Camp would be given away to a Camper, the term used to refer to pups who come to Camp Bow Wow, that embarked on their very own adventure with their pup parent(s). To convey the message of the #MyCamperAdventure contest to CBW’s digital audiences, I showcased some adventures of our very own Camp Bow Wow Houndquarter’s pups out on their own adventures to give that authentic look and feel and strengthen the messaging.
Since this contest was nationwide, our franchise locations would also need access to a set of advertising materials to help get the word across. I created an omni-channel kit across both print and digital platforms to maximize the reach of our contest to not only get more participants, but to bolster brand awareness for both Camp Bow Wow and The Pack.
