Oakwood is a heritage brand that built its reputation on the back of its extremely effective leather conditioner. The company now has a range of products across several categories, including pet care. The goal of this campaign was to increase awareness of Oakwood’s Pet Care range – with a focus on the Tea Tree Shampoo and Conditioner.
A limited budget meant we needed to be innovative with our approach to creative and media placement. This campaign ran solely online, across Facebook, display and YouTube, targeted to the key audience – female household shoppers ages 30 – 55 – with a clear call-to-action to purchase the product in store at Woolworths.
DPR&Co created unique illustrations that Oakwood could own across multiple channels and formats. These illustrations were then animated and customised for the the required channels. The end result was branded content that communicated key product features in a truly unique and engaging way.
We also ran a Facebook contest to encourage our audience to share a photo of their favourite Oakwood Pet Care product for the chance to win a hamper valued at $300. The campaign generated a tonne of user uploaded content featuring Oakwood product, which spurred positive online conversations and advocacy.