Zee.dog is a brand that designs and sells fun, urban, and trendy pet products. The business began through the founders’ personal experiences with mass retail pet products, and how they aren’t “cool” enough.
“Zee.Dog was founded with one major purpose: to Connect Dogs and People. We design and build products of expression, ones that help make your life and your dog’s that much cooler.”zee.dog’s mission statement
Throughout the last few weeks, I’ve been working on a social media strategy for zee.dog. I’ve researched and studied different aspects of social media marketing – things that theoretically should work, and work well with consistency and persistence.
One of the immediately difficult parts for me with this involved how zee.dog’s social media already looks ideal. However, that’s surface level. Yes, zee.dog is already doing many things right, but they still aren’t getting the engagement that they should for the average posts per week, and follower counts – specifically on Instagram and Facebook. The audience awareness already looks good, but it’s unclear if those are all of the right audience members for them, and a great way to improve it would involve more campaigns.
From my observations, I developed two SMART goals:
- Increase awareness – we would like to see a 10% growth on Instagram’s follower count within 3 months.
- Increase engagement – we would like to create more customer/brand engagement by increased listening and response on all active platforms. This should increase by 80% within 6 months.
All in all, these two goals should help to earn the success of return on investment.
Something that inspired me with the brand is that they’re already doing collaborations with other retailers to create new, limited time only products. It’s a proactive way to introduce the brand to new audience members – ones that may already be loyal to those other brands involved in the collabs.
So, I pitched a campaign idea which is rooted in developing more collaborations to reach more, potentially loyal audience members. In general, is already significant – but another great aspect of this pitch is to do more audience listening BEFORE creating the collaboration. This helps the audience to feel more engaged, and helps zee.dog to know beforehand if the collab will be desired.
Secondly, I pitched another campaign idea which is less call-to-action focused, and more to create social media buzz – connecting users in different ways. Zee.dog’s brand is for fun and bold audiences, humans buy the products for their pets, but we have to remember those pets personalities as well. To utilize ambassador and influencer marketing – again, for more reach – zee.dog should have a one day campaign with dog’s accounts taking over the brand’s channels.
Overall, this social media pitch took a LOT of work to identify the best approach! I gave myself a challenge choosing a brand that’s already doing many of the right things – I just needed to figure out what specific changes were needed for improvement.
See my pitch below, enjoy!