Phase 1 - Influencers For Discovery

Uncover the worries of pet owners, to ensure campaign content addresses their needs. Partner with influencers to run a series of polls on their Instagram stories, asking their audiences their opinions on several pet-related issues - over 15,000 votes were cast.

The results were used to craft content topics and create eye-catching stats for headlines.

85% of pet owners said their cleaning routine increased in the winter months

32% spend over 5 hours a week cleaning up after their pet

78% were worried about using cleaning chemicals around their pet

 

Phase 2 - Production

Existing Vileda brand photography did not feature pets. Stock photography doesn’t resonate on social media, so the Mosquito team went above and beyond to deliver original photography. An in-house shoot took place, utilising employees who were pet owners as models, to deliver authentic photography with a “UGC” feel.

The social content achieved over 35k+ interactions in just 7 days, demonstrating how the authentic creative positioning was the key to success.

 

Phase 3 - Activation

Using learnings from phase 1 and assets from phase 2, Mosquito launched the social media campaign.

The influencer polls revealed that pet owners were concerned about the dangers of using chemicals when cleaning around their pets at home, so the campaign messaging positioned Vileda as a chemical-free floor cleaner to address this worry.

The supporting ad campaign A/B tested 2 approaches: product USP headlines vs emotive, pet-orientated headlines. They were monitored and refined throughout the campaign. It was quickly noted that while engagement with ads was high, the reach was low and not on target to hit the KPI.

Thus, the social posts were split in half: 50% would be boosted using Facebook Business Manager, where reach is optimised. The other half were boosted through the mobile app, where engagement is prioritised. This ensured that both objectives set by the client were met, within the same budget.