beliefs on pet aging

 

BACKGROUND 

A pet food manufacturer was launching a unique product for aging dogs, clinically proven to improve mobility. Vast research was conducted to explore pet owner beliefs and practices on aging pets and the lead agency proposed a rational, factually-based campaign.

PROBLEM

Product managers were unhappy with the new product's launch campaign as advertising and promotional material testing revealed very low attention and memorability.

HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE

This project required a meta-study of existing literature combined with ethnographically-based field interviews to reveal that the pet owner’s emotional responses were not about the pet’s aging, per se. Most pet owners, while sad, were prepared for their pet’s passing, coming from the experience of owning multiple pets over their lifetime. The strongest emotional response was actually based on the changing household rituals resulting from the pet’s decreased mobility.

result

Stones Insight’s client was awarded a project to create emotional, testimonial-based content which led to outperforming launch results.