Iams launched a digital campaign which features two videos that showcase dog ownership and the bond between two dogs and their owners.
Shot in a cinematic style from the perspective of the dog owner, the videos, titled “Dogumentaries,” take the focus off of dogs simply eating food, and put the focus on specific examples of dog ownership and the dog food needs of these active-lifestyle dogs. Developed by Tribal Worldwide, the videos showcase how these dogs and their owners live.
In Jody and Levi’s Story, viewers will see the special bond between Jody and his dog, Levi, as they help each other regain strength after being physically injured. They both instill courage in one another and are there for each other in their time of need.
The Dogumentaries videos are the first pieces of content Iams has created purely for digital use on social media sites, including Facebook, YouTube, Instagram and Twitter.
Pet food and online social media
A dog or cat food company’s online presence has progressed from an innovative sales and promotion platform to a necessity for success selling cat and dog food in the US. Recently, Petfood Industry reported that US online sales of dog food and cat food have doubled since 2010, according to Clavis Insight Index’s “US Pet Food Report.”
Pet food consumers don’t just buy online, they research pet foods as well. More than 40 percent of pet food sales are “digitally influenced,” according to 2015 Euromonitor data cited by the Clavis report. That means many pet food buyers who didn’t actually purchase online still were informed by information found online, such as social media, blogs and websites.
Pet food companies' online presence may be a key to sales, noted the Clavis report, especially for smaller companies struggling to get noticed in a crowded market.
In 2014, Spectrum Brands, the parent company of United Pet Group, purchased Proctor and Gamble's European pet food operations, including its Iams and Eukanuba brands. The cash deal closed December 31 for US$115.7 million.