The Challenge
Create deep brand engagement and trial opportunities for Pawse’s CBD Bark-Less Bites to boost awareness, increase purchase intent, and gather valuable consumer insights, user-generated content, and authentic reviews.
Ripple Street Strategy
Develop a marketing campaign targeting CBD-friendly pet parents to build direct-to-consumer relationships and drive awareness and purchase intent for Bark-Less Bites
Ripple Street executed a tailored Chatterbox campaign, inviting members from the 500k+ consumer community to compete for the opportunity to receive an exclusive Pawse Chat Pack, featuring three CBD Bark-Less Bites flavors.
This hyper-targeted campaign identified and engaged thousands of pet parents who closely matched Pawse’s key consumer target: dog and cat owners, 18+, with an interest in using CBD for their pets.
Applicants were encouraged to engage with the brand by following Pawse on social media and sharing their enthusiasm for trying the product on Instagram using the campaign hashtag #PawseCBDPack. This built a sense of community and amplified brand engagement.
Out of the thousands who applied, 250 of the most engaged participants were selected to receive an exclusive Chat Pack, including trial-size bags of the Chicken, Fish, and Rabbit or Duck-flavored Bark-Less Bites, along with a future purchase discount code.
The Chatterbox campaign sparked a surge of user-generated content, showcasing adorable images and videos of dogs and cats savoring Bark-Less Bites. Accompanied by detailed reviews from pet owners, this content provided a comprehensive look into shared experiences with the product.
Pawse CBD Tricks & Treats Chatterbox Program Exceeded Goals
This one-of-a-kind experience resulted in genuine feedback, social engagement, and significant lifts in brand favorability (+321%), purchase intent (+229%), and intent to recommend (+267%).
Enhanced Awareness: The campaign succeeded in significantly elevating awareness of the Pawse brand, reaching over 3,000 pet and CBD lovers.
Boosted Trial: The 250 participants who received the product were excited to have their dogs and cats try Bark-Less Bites, driving awareness, trial, and adoption among consumers.
Generated Authentic UGC: The Ripple Street community contributed more than 325 authentic photos, over 125 engaging videos, and 175 reviews. Pawse can now leverage this rich content for their marketing efforts.
Increased Social Conversations: The hashtag #PawseCBDPack generated nearly 1,000 social conversations, sparking posts, likes, and comments about the positive reactions owners saw when their pets tried the product.
Recruit High Quality, Engaged Consumers
Ripple Street used its unique ability to hyper target consumers ages 25-44 who were looking for a healthier frozen dessert to spread the word about Halo Top® Fruit Pops in person and on social media.
Deliver At-Home Product Trials and Engagement
4,000 Halo Top® advocates received one free coupon for a box of Halo Top Fruit Pops and three $1 discount coupons for one box of Halo Top ® Fruit Pops to share with their friends and family. Once consumers had product in hand, they took part in several activities creating memorable product trial experiences. In addition, the Fruit Pops Chatterbox sparked actions like product reviews, generating over 2,000 reviews that will be syndicated.
Complete Post-Campaign Surveys
Chat pack participants completed surveys on their Halo Top® experience, answering questions on everything from brand favorability and purchase intent to their favorite Fruit Pop flavor.