Blackmores, the renowned Australian wellbeing brand, asked Orchard to create their first consumer campaign for their new pet health range.
Sure, we could have created a TV and press campaign with generic messaging and cute cuddly pictures of cats. It probably could have worked. But, for a brand that was bold enough to charter new territory into the unknown world of pet vitamins and supplements we knew that the marketing would need to work harder and offer more consumer value (to, arguably, a sceptical audience) than just a bog-standard broadcast campaign.
So, with Blackmores being famous for their human naturopath teams we seized the opportunity to leverage that equity and create a campaign introducing the world’s first talking dog naturopath to the Blackmores team. His name was Pawl B. More.
Pawl is a one of a kind canine naturopath, dispensing pet natural health advice in a charming and oftentimes irreverent way. Pet parents were encouraged to ask Pawl any health related question which may have been troubling them about their fur babies. If they wanted to know why their dog had bad breath, if a wet nose was common, or even how to treat arthritis in their dog, then Pawl was the go-to-expert for them.
Not only did we manage to increase consumer awareness of the nascent pet vitamin and supplements market - through an Orchard delivered integrated campaign (from targeted Facebook advertising to social, blogger and influencer outreach to point of sale advertising) we also managed to increase product page visits on the website by over 30% in the first two weeks (highlighting actual business value). If that doesn't tickle your fancy just bear in mind...it was a talking dog!
MY ROLE:
• Concept
• Creative Direction
• Art Direction
• Character Naming