Essential Message & Background:
When you feed your dog, you don’t just want to see positive results. You want to be wowed. That’s why veterinarians recommend IAMS™ to support healthy digestion, healthy skin/coat and the energy your dog needs. “SEE THE WOW” is a campaign that was created to drive in-store purchases of dog food. In addition to SEE THE WOW, the IAMS Checkup Challenge was created as a drive period promotion.
The Ask:
Once the campaign playbook was launched, our goal was to create an ever-green landing page for SEE THE WOW. This work should ensure a seamless consumer journey across all campaign assets: in-store, online and the digital coupon.
Creative Solve:
First we established a consumer journey map to help demonstrate how each piece of collateral was laddering back up to an in-store purchase. We took a mobile-first approach when designing the landing page. The hope is that a consumer would be prompted to go to the website while still in-store using their phone.
Overall, the goal of the photography is to feel authentic, catch a shopper’s attention, speak to the claims, show the dog’s unique personality, and “spark joy” per the IAMs Style Guide. All of this photography is centered around the checkup visit at the Vet’s office and the positive relationship between dog, owner and vet.
In Store POS:
Campaign Guidelines were included in the final playbook deliverable:
Consumer Journey for the larger program:
User Experience Journey for the See the Wow landing page:
Creative Team:
Rachel Garozzo, Art Director
Corey Felter, Senior Art Director
Ian Sullivan, Associate Creative Director
JD Guenther, Creative Director