In this portfolio class project, the campaign goal was to drive traffic to the Nature’s Pet website, targeting pet owners between the ages of 25 and 34 using a casual, warm, friendly, and sincere brand voice. This was to be accomplished through an Instagram post, and the class was asked to design an image and accompanying copy and hashtags.
Provided campaign premises:
Nature’s Pet is a pet food and supply company. They make their products with all-natural, safe, and sustainably-sourced ingredients. In honor of National Pet Day, Nature’s Pet will offer customers 25% off their entire purchase.
According to research, people in this age group care about things like animal rights, sustainability, and environmental protection. They also tend to favor soft, natural colors and simple designs.
My post design:
My suggested post copy and hashtags:
With Nature’s Pet, feeling good about what your good boy eats is simple.
Get 25% off food and supplies with natural, safe, and sustainably-sourced ingredients to celebrate National Pet Day. Offer valid both online and in store. #NationalPetDay #NaturesPet #NaturalPetFood
Design Story:
For this project, I kept both the design marketing copy simple and streamlined according to the provided customer research.
Working off a stock image ( as no assets, including logos were provided), I edited the file to soften the feel and used a coordinating soft sage green as well as simple black and white for accompanying graphics and text. This created a simple and natural tonal story that placed emphasis on the central figure – a large dog – in a field of grass.
I choose this image and color story for several reasons. Firstly, this particular dog seems to be healthy, happy, and at peace in a natural setting – just the sort of place that this customer base would want their own dog to be. The dog and setting are also generic enough to appeal to a wide base, so owners could see their own pets in the image. Finally, the edited image is quite enough, that the superimposed text and graphics are not overwhelming, but still have contrast to catch the eye.
The limited text on the image drove home the deal being offered, but could still be consumed, and the message understood, quickly since this was intended for a scrolling audience. The short and snappy phrase “ good for your wallet and the planet” also ties into the customer base’s interest in environmentalism, and ties in Nature’s Pet’s sustainably sourced ingrediants,
For the post copy, I led with the message that Nature’s Pet was a choice that pet owners could feel good about giving to their dogs. This gives the reader confidence in the brand, and also a little ego boost for making a choice that was beneficial to their furry friend. The second sentence in the copy is our “give” to the reader, offering a discount and products, and shared info that was straight to the point and informative.
The hashtags selected were chosen to help tag our brand as much as possible, tie into a larger holiday that was the pretense for this offer, and the larger online movement to move towards natural diets for pets.
Some suggestions for the brand moving forward would be to select and sponsor a pet influencer that’s appropriate for our targeted audience, and use them to create reels and posts advertising our products further on instagram or other platforms. There are plenty to choose from!
Additional Suggestions
Additionally a useful bit of information for future campaigns would be to provide the marketing team with information and appropriate assets that show where Nature’s Pet sources their sustainable, natural products and exactly what ingredients go into the food in particular. Being transparent about our sourcing could be both an effective remarketing technique and help us to attract new customers. Centralizing this product information is an effective marketing tool for several natural food brands I follow for people on social media – I believe it could transfer to pets as well.