Tavo Pet set out to launch the Shell Pet Bed—a new product and category entry designed for modern pet owners who prioritize comfort, design, and quality. The objective was to reach pet parents and animal enthusiasts where they already discover and evaluate products: on social platforms.
Rather than relying on traditional product messaging, the campaign aimed to introduce the Shell Pet Bed through authentic, real-life storytelling that reflected how pets actually live at home. The primary goals were to build awareness, drive consideration, and establish early trust with a highly engaged pet-owning audience. A secondary goal was to create premium social-first content that could extend beyond organic placements and support paid media, retail, and omnichannel tactics.
By leveraging creator-driven social content, Tavo Pet sought to demonstrate product value visually and emotionally by showing comfort, usability, and lifestyle fit in a way that static product pages cannot. The strategy prioritized organic performance to validate creative resonance, identify top-performing assets, and inform future paid amplification.
Ultimately, the objective was to create a social-first launch that felt native to pet culture, resonated with animal enthusiasts, and delivered scalable creative assets that could support long-term brand growth across platforms.
The campaign was brought to life through a social-first approach rooted in authenticity, creator storytelling, and flexibility for future digital activation.
Tavo Pet partnered with a select group of creators whose audiences closely aligned with modern pet owners who treat pets as family and seek products that balance functionality with thoughtful design. Each creator produced short-form video content showcasing the Shell Pet Bed in real home environments, allowing pets to naturally interact with the product rather than forcing scripted demonstrations.
Content launched organically across social platforms, creating a cohesive rollout that felt native to each creator’s feed while maintaining brand consistency. This organic-first approach allowed the team to observe real audience behavior including engagement, comments, and view-through before expanding into paid support.
A defining feature of the campaign was its emphasis on content longevity. From the outset, Tavo Pet secured extended usage rights with flexibility for omnichannel and potential international use. This ensured the brand could maximize high-performing social assets across paid social, retail media, and future digital placements without additional production.
Based on strong organic performance, Tavo Pet tested paid amplification with a small media investment behind four top-performing reels. Even with limited spend, the content proved highly efficient, delivering significant reach, engagement, and follower growth. This validated the strategy of using organic social performance as a filter for paid creative selection.
One challenge was launching a new pet product in a crowded market where consumers are inundated with sponsored content. To overcome this, the campaign focused on storytelling over selling by highlighting moments of rest, routine, and comfort that pet owners instantly recognize. This allowed the product to feel like a natural part of daily life rather than an interruption.
Insights from both organic and paid performance helped inform recommendations for future scaling during key moments such as Pet Month and Adoption Month. The result was a social and digital launch that combined creativity, credibility, and measurable efficiency built specifically for pet audiences.
The campaign exceeded expectations by delivering strong organic engagement and highly efficient paid performance among pet owners and animal enthusiasts.
Organic content outperformed industry engagement benchmarks by 2.5x, confirming that audiences responded positively to authentic, creator-led storytelling. High interaction rates demonstrated trust and interest, particularly around content that showed pets actively using and enjoying the Shell Pet Bed.
Building on this momentum, Tavo Pet invested a small amount of paid media behind four high-performing reels. This limited investment resulted in:
The follower Increase represented approximately +10% audience growth for the brand, highlighting the effectiveness and impact of the creative.
The combination of strong organic performance and scalable paid results proved the value of a social-first strategy rooted in real-life pet storytelling. Beyond social performance, the campaign delivered a library of premium short-form video assets with extended usage rights, enabling continued use across paid social, retail media, and omnichannel placements.
By meeting pet owners where they are and speaking to them through content that feels genuine and relevant, the campaign successfully drove awareness, consideration, and measurable growth. The results demonstrate how thoughtful social execution can deliver both emotional connection and performance for pet-focused brand.
