Purina Dog Chow / Puppy Chow Natural Direct Mail Campaign
Purina Dog Chow / Puppy Chow Natural Direct Mail Campaign from Ben Grant
Purina Dog Chow / Puppy Chow Natural Direct Mail Campaign

In late 2015, Dog Chow and Puppy Chow launched their new Natural line -- big news for such traditional, mainstream brands. The problem: There was no strong consumer base to get the word out. We were tasked with creating a highly targeted, high-value direct mail campaign that encouraged recipients to try the food and leave a rating & review on DogChow.com. The direct mail piece included the product sample (a 4-lb bag!), a letter from a Purina employee, feeding instructions and a $2 coupon. We then followed up with hard-hitting eCRM's that encouraged recipients to leave ratings & reviews on DogChow.com. The eCRM's earned high open rates (Dog Chow: 57%; Puppy Chow: 29%) and click rates (25%/15%), and prompted dozens of overwhelmingly positive ratings & reviews.

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Dog Chow Natural Direct Mail Campaign: Box Label
Dog Chow Natural Direct Mail Campaign: What's Inside
Dog Chow Natural Direct Mail Campaign: Sample, Feeding Instructions, Coupon and Employee Letter
Dog Chow Natural Direct Mail Campaign: Employee Letter
Dog Chow Natural Direct Mail Campaign: Follow-Up eCRM
Puppy Chow Natural Direct Mail Campaign: Box Label
Puppy Chow Natural Direct Mail Campaign: What's Inside
Puppy Chow Natural Direct Mail Campaign: Sample, Feeding Instructions, Coupon and Employee Letter
Puppy Chow Natural Direct Mail Campaign: Employee Letter
Puppy Chow Natural Direct Mail Campaign: Follow-Up eCRM
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Purina Dog Chow / Puppy Chow Natural Direct Mail Campaign

In late 2015, Dog Chow and Puppy Chow launched their new Natural line -- big news for such traditional, mainstream brands. The problem: There was no strong consumer base to get the word out. We were tasked with creating a highly targeted, high-value direct mail campaign that encouraged recipients to try the food and leave a rating & review on DogChow.com. The direct mail piece included the product sample (a 4-lb bag!), a letter from a Purina employee, feeding instructions and a $2 coupon. We then followed up with hard-hitting eCRM's that encouraged recipients to leave ratings & reviews on DogChow.com. The eCRM's earned high open rates (Dog Chow: 57%; Puppy Chow: 29%) and click rates (25%/15%), and prompted dozens of overwhelmingly positive ratings & reviews.

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Available
Freelance, Full-time
Ben Grant
Writer / Strategist / Researcher Springfield, MO