Wellness is a brand of pet food owned by Wellpet, who also owns Whimzees. They came to us looking to create emotive storytelling content that will not only cut across the noise on social media, but also communicate their brand with every post. I was the Creative Director / Brand Partner on the job, and it was my responsibility to ensure everything that all of the brand communications objectives were met.
We started off by laying down their brand values, and translating that into a communicable personality for social media.
The next step was the creation of the communications framework. From the target audience, propositions and content buckets to even a glossary of keywords & phrases to use, we laid them all down.
Having clear parameters to guide content creation was key in ensuring each post had a purpose and communicable propositions. Once the comms framework was laid down, it was a hop skip and a jump to creating great storytelling content that resonated with the target audience.
From a Pixar-inspired story about a lonely old man who finds a new companion in his golden years...
....to punchy fun facts laid out in style...
... to heart-warming vignettes of everyday life with pets..
... to educating cat owners on how to speak cat...
..to demonstrating how Wellness pet food can work for an obese dog with low energy...
We even did a few recipe snack videos just to mix it up a little.
All of these content supported the key communicative message - A Lifetime of Wellbeing - which we detailed at the start of the project.
Thanks for reading. If you have any questions or a similar project that you need help with, feel free to drop me a message via the form below.
Thank you!