Purina ALPO's brand strategy centered around the feeling of "contagious joy" that was initiated between dog and owner at mealtime. When the dog was happy, the owner was happy. ALPO set out to act as the spark, fuel, and conduit for more moments of contagious joy. Advertising represented and inspired joy. Social did the heavy lifting of doing the actual fueling.
A digital strategist and I initiated our new "Happy Starts Here" campaign by working closely to develop a playbook for ALPO that consisted of content planning, social voice, post strategy, etc. We also worked closely with an art director and copy director to establish a look, tone and feel for the campaign. Each month, I was responsible for owning and managing the editorial calendar. I developed the content ideas, wrote copy, shot some of the photography, and worked closely with a graphic designer to produce posts for Facebook and Instagram that aligned with the "Happy Starts Here" campaign. After approval, I published the content and managed the social communities.
"'The first time we met, I fell head over paws in love.' Tell us how you and your dog first met."
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"Frenchie? Puggle? Golden Retriever? We're on a search for the favorite breed. You name the breeds and you vote who will be crowned the favorite. We expect some close races, a few upsets, and perhaps an underdog story in the end.
Let's tip-off! Leave a comment below with your favorite breed and we'll "Seed The Breeds" on Thursday."
Let's tip-off! Leave a comment below with your favorite breed and we'll "Seed The Breeds" on Thursday."
"Love DIY projects? We created a step-by-step guide to create your own Dog Silhouette Painting.
When you're done, share it on our wall."
When you're done, share it on our wall."
"How does your pooch tell you it's time to eat?"
"Wag-worthy meals are only the beginning. Read other customer reviews or submit your own here: http://bit.ly/alporeviews."
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