2-Week Mini Brand Campaign: Sassy Woof
Direct to Consumer Brand: Sassy Woof
About Sassy Woof:
Founded in 2018, Sassy Woof provides “modern, classy, and affordable” dog apparel such as leashes, collars, harnesses, and more. Sassy Woof is a women owned and operated small business based out of Washington DC with their main mission being bringing joy to their “PUPstomers”, while also helping dogs in shelters.
Purpose: What is the aim of my campaign?
The purpose of our campaign is to build brand awareness through social media and increase engagement on social media channels, which will lead to a boost in sales.
Project Mission Statement: Our campaign will show pet owners that their dogs can be comfortable and stylish while also benefiting a good cause for shelter dogs.
SMART Goal: Our campaign aims to increase brand awareness and increased user engagement through social media using user generated content and giveaways. We are looking to have a 10% increase in user engagement throughout our campaign and with that a boost in our sales.
Plan: How do I plan for a successful campaign?
The social media channels we would post on include Instagram, TikTok, and Facebook
Our content and posting schedule would follow the same format below across all social media platforms:
- Monday: Post a promo code that would only be known to those that follow Sassy Woof’s social media accounts.
- Tuesday: Post sneak peeks of new prints soon to be released at the end of the week.
- Wednesday: Post for a giveaway that is only available for people who follow Sassy Woofs social media accounts and is actively engaged in posts.
- Thursday: Post user generated content sent in by happy customers of their dogs in Sassy Woof products.
- Friday: Post about the release of the new prints that were previously shown in Tuesday’s post.
- Saturday: Post highlighting the fact of how purchasing from Sassy Woof helps shelter dogs.
- Sunday: Post about an influencer Collab with Sassy Woof where them and their dog are well known.
Produce: What content do I create?
One of the big points we want to hit on with our social media is user generated content. User generated content “serves as excellent social proof” (https://crowdriff.com/resources/blog/the-top-benefits-of-user-generated-content-why-ugc-is-important-for-your-brand). We want potential buyers to see this content from consumers to increase Sassy Woofs credibility and bring our brand promise forward. We will ask consumers to tag us in their photos as well as send pictures to us to compile into social media posts.
Another thing we want to focus on hitting with social media are collaborations with influencers. There are many influencers on Instagram and TikTok where their dogs are reasons for their big social following. Having these influencers promote Sassy Woof would be a great way of spreading awareness.
Promoting Sassy Woof’s mission through social media is important, and as of now, is not done too frequently on their social channels. Promoting the mission of Sassy Woof on social media will inform potential consumers on how their purchase will help dogs in shelters, and be more inclined to hit the purchase button.
Lastly, to help with user engagement on social channels we will post information that can only be known if you are following and engaging with the social pages. For example, giveaways will be held only for those that follow Sassy Woof’s channels and are actively engaged liking and commenting on content. We will also provide promo codes known only to those who keep up with Sassy Woof on social media. There will also be sneak peaks of new prints and products that will be posted only to social media. This is going to help with our goal of increasing our social media engagement by 10%.
Promote: How do I make sure my campaign reaches who it needs to?
- Posting on Instagram, TikTok, and Facebook once every day at the same time to ensure followers know when to expect posts and lookout for promo codes, new releases, or giveaway details.
- Paid social media posts: This will better help our campaign reach who it needs to. We will be able to specifically target the groups of individuals we want so they can see our posts and spark interest leading them to look into our social accounts.
Results: How do I track and measure my campaign’s success?
- We will analyze data collected from social media channels to determine effectiveness. We will look at how many of the weeks sales used the promo code posted to the social channels. We will also look at how many visitors clicked on the link in the bio of social accounts.
- We will analyze the follower engagement on posts such as giveaways and how those compare to other posts such as the user generated content ones. We will compare the engagement rates and see how they differ.
- We will add a “how did you hear about us” question when consumers go to purchase something from Sassy Woof and see how many people check off social media. This can help gage how our social channels are doing on promoting brand awareness.
- Look at our sales as a whole and compare it to previous weeks where we weren’t as active on social media and see if we see a spike in sales since becoming more active on social media where we tried to increase follower engagement.
- Expected Results: success for us would be an increase in followers and engagement across all three of our social media platforms, and an increase in sales from the social media engagement.
Target Audience & Target Persona
The target audience of our campaign are Millennials and Generation Z, specifically females. Between these two groups is where we see the most activity on social media. The specific age group we would be targeting would be 25–34 years old. This group would have the disposable income to be able to purchase Sassy Woof products.
Kelsie works from home for a marketing agency. She lives with her dachshund, Lily, in an apartment just on the outskirts of Raleigh. Lily is a huge part of Kelsie’s life and it is Kelsie’s job to spoil her pup as she is 24 and Lily is the only other living responsibility she has to take care of. She is sure to take Lily on daily trips to Starbucks to grab her favorite pup cup. Lily even has her own Instagram page! Kelsie makes sure Lily is always up to par with taking her to grooming appointments, making sure her nails are trimmed, and even making sure she owns cute accessory's. Kelsie loves Sassy Woof because the offer cute and trendy patterns that Lily looks so put together in for her Instagram followers, and they support a great cause! Lily of course has the matching harness and leash collection, and Kelsie even has a matching dog mom shirt.
Relevant Research Data and Content
Sassy Woof’s Current Consumer Demographics:
As we can see from the demographics above, 88.3% of Sassy Woof consumers are female while only 11.7% are male. We also notice 45.6% of these consumers are 25–34 years old. 16.8% are 35–44 and 10.7% are 45+.
According to research done by the American Pet Products Association (APPA), “Millennials and Gen Z are more likely to find a new product through the internet or social media…” The APPA also found that “within the segments of Millennials and Gen Z…both generations of pet parents have spent more money on their pets in the past year, with 62% of Millennials and 52% of Gen Z upping their spending”.
According to a blog post by ManyPets called How Different Generations Treat Their Pets, Millennials are the most likely to spend money on their pets for social media posts (for example, props for outfits and cute collars or harnesses). We can see the exact percentages in the chart above. In the blog we also see how much these generations spend on their pets every year. For Millennials, they spend an average of $1,195 each year.
(source: https://manypets.com/us/blog/pets-by-generation/)
Content Examples:
Below are some of the content examples I created that would work as templates for social media content. The posts all follow the same theme of bright pops of color and a theme that specifically targets females.
User Generated Content
Social Media Promotions
Social Media Giveaway
*Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.
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