Whistle teamed up with data scientists, vets, and pet care pros to create a world-first personalized health monitoring product - a device that fits your pet collar giving pet owners full access to data surrounding their pets’ health, habits, and well-being.
A bit like a “Fitbit” but for your dog.
Whistle launched the 2.0 version of their product just before the Holiday season of 2022 and wanted to be seen as THE gift for pet parents that year. The brand also wanted to shift perceptions from a tech product to a desirable premium gift, create some buzz, and above all, drive purchases for their product during a very noisy season.
They came to Whisk to find alternative, innovative, and stand-out media partners to help deliver their goal.
NTWRK is one of the fastest-growing e-commerce emerging media platforms. They are a live shopping marketplace but with huge cultural kudos (they describe themselves as the QVC for Gen Z and Millenials) that sells high-end merch through collabs with A-list designers and pop icons.
Not only do they create the coolest branded products, but their limited edition “drop” strategy through their app creates hype, buzz, a tonne of earned media, and desirability for any brand wanting to get into the cultural zeitgeist of their customers.
Whisk (an emerging media marketplace) teamed Whistle up with NTWRK to create the Ultimate Pet Capsule Collection campaign for the Holidays.
NTWRK tapped MA®KET (the streetwear and viral brand of the moment with a huge social following) to create a limited edition custom-designed dog accessory line to be “dropped” in the NTWRK marketplace for a limited time only - creating a ton of buzz and earned media.
NTWRK then used their portfolio of K9-loving creators and influencers (and pet influencers) to spread the word of the collab AND educate the audience on the product features and benefits - all in a series of Instagram and TikTok content.
NTWRK’s coveted live-streamed Holiday Gift guide episode (like 'Oprah's Favorite Things' but for hype culture) was hosted by comedian Hasan Minhaj and promoted the Whistle product as the top gift for Pet Parents during the holiday season, and in-app notifications, email, SMS, and press coverage meant the product drop sold out in just 11 minutes.
Sold out in 11 mins
12M total impressions
100% sell-through rate
76% email open rate
Exceeded average NTWRK KPIs by 3X
5M NTWRK episode impressions
99% positive sentiment
78% uplift in brand mentions
2M added value influencer impressions
MA®KET CEO said “This is 100% my favorite collaboration, and getting to work with my dog is the coolest thing ever”
NTWRK host said “We have done tonnes of drops on NTWRK but this one is my favorite”
Whistle brand team said "This was a resounding success, and we are basing our 2023 strategy on the learnings we got from this campaign"
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