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Animo etc.

Rollout Strategy, Advertising campaign

Mandate

Established over a decade ago, the Animo etc. franchise concept has experienced remarkable growth. With 30 locations across Quebec, this pet products and services retailer was ready to gain the brand recognition and visibility it deserves. Our mandate: strengthen the brand by redefining its marketing strategy, then conceptualize, design, produce and launch an advertising campaign that would drive both sales and brand awareness.


Services

Rollout Strategy, Artistic Direction, Consulting Service, Design-writing, Graphic Design, Video Production, Advertising Strategy

Think

Our strategists defined the qualities of Animo etc. With boutiques in the heart of residential neighbourhoods, well-trained teams, involved owners, a wide range of local products and an inventory tailored to customers’ needs, Animo etc. had valuable assets that set it apart from the competition. The team identified the brand pillars and target audiences by tracking pet owner profile statistics. We conducted an audit that revealed the marketing and communication shortfalls, and found tactical solutions to resolve them.


Create

Our creative staff focused on the role that pets play in our lives. Since they’re an integral part of our families, we adore and spoil them. They take up a lot of room in our hearts… and our homes. The slogan “Where pets rule” was developed, with its double meaning. The brand’s humanity, accessibility and friendliness emerged, and the words reflected the silliness that pets inspire. Moving visuals, animated clips and radio spots were created and used.


Display

To reach all targets and goals, the campaign was broadcast on Facebook, Instagram and YouTube. The rollout schedule on radio and web TV was designed to generate maximum impact at key times throughout the year. The results were compelling: the presence of Animo etc. increased tenfold, and its clientele is more engaged than ever. The brand’s marketing actions now live up to its reputation.