Pets have long suffered anxiety, but since 2020 there has been a significant increase in separation anxiety among pets, specifically dogs, due to people being at home more during the pandemic and then getting back out in the world.
Pet Naturals is a provider of calming supplements, providing pet parents with a natural and effective way to ease their pet’s anxiety.
Pet Naturals uses social media to build brand awareness, drive trial, and build consumer relationships. On December 8, 2022, we were alerted that a consumer video about one of Pet Naturals key calming products, Busy Butter, was going viral on TikTok. The consumer video highlighted that the product was recommended by their vet and was very effective at calming their dog. Our objective was to leverage the virality and generate attention, engagement, and clicks to the Pet Naturals platforms and website, as well as support customers looking to purchase the product.
Our strategy was to stay on top of the action and be present on the TikTok platform, engaging with audiences in real time.
Pet Naturals was aligned with our approach to use humor and colloquial language to connect with consumers. We responded to every single message and tag that we could within the first 72 hours. The ability to have a real-time response was imperative to the campaign's success.
We remained on top of sales and distribution. We had direct access to the sales team at Pet Naturals, and they could tell us when Busy Butter was in or out of stock on certain websites. When BB was out of stock on Amazon, we created a TikTok-specific discount code that allowed users to order BB with free shipping direct from the Pet Naturals Website. This also gave us insight into how many users were coming from TikTok.
We created TikTok content with Busy Butter in response to popular questions and comments. We replied to consumers with videos and used the assets as ads to generate even more visibility.
The response from consumers was remarkable. We not only sold out the product on several online retailers, we grew our social following and saw excellent engagement. Consumers reacted to the TikTok videos we created in response to the consumer video with comments like “I came here from that video and this is HILARIOUS OMG”, “I need this” and “Why isn’t this viral?”, as well as “just ordered 10 of these. my neighbor’s hate me because of my dog.”
Results By the Numbers
341k TikTok video views (up 27k%)
38k TikTok profile views (up 127k%)
4,153 new followers on Pet Naturals TikTok
23.7 million views on consumer’s original video
38.1 thousand comments on consumer’s original video
4.6 million likes consumer’s original video
61.5k likes on the Pet Naturals comment on consumer’s original video
Website Traffic Up 519% YOY week of the response
Unique Users Up 431% YOY week of the response
**Sales data is confidential, but see the supporting graphic of Amazon sales data (without numbers) indicating the large spike in sales during the response period.