Essential Message & Background:
Eukanuba™ began building their sporting dog influencer network in 2018. Initially, onboarding influencers could be done one-on-one. However, as Eukanuba grows their influencer base they need to create and provide materials to those influencers that will help tell Eukanuba’s story, demonstrate their commitment to the sporting community, and be a resource for product and brand information.
The Ask:
Develop a welcome/brand/resource guide to be provided to Eukanuba’s influencer network as an onboarding and support tool.
Creative Approach:
Develop a custom binder to tell the story of where Eukanuba has been and where they are going. This piece would be a “field guide” to the brand — helping influencers navigate and understand Team Eukanuba.
I worked closely with my Copywriter on this project to tell a meaningful story that is jam-packed. with relevant content. We took a highly-visual, editorial approach to keep users engaged as they move through this piece.
The goal of this binder is to be an evergreen tool that grows and can be added to as more products are developed and the program evolves. To deliver the binder, we designed a custom shipping box as well and a letter explaining how to utilize the binder. And of course, some swag.
Creative Team:
Rachel Garozzo, Art Director
Molly Gingrich, Senior Copywriter
JD Guenther, Creative Director
Brian Hopson, Creative Director
John Niebling, Photographer & Production Artist
Heather Leeds, Project Manager / Print Production Manager
Gail LaFata, Project Manager / Print Production Manager