Get "Pup Close & Personal" with some seriously paw-some pups!
Subaru teamed up with Animal Planet to drive awareness of meaningful pet love and adoption surrounding The Puppy Bowl. We worked with the client to align their "Subaru Loves Pets" initiatives with businesses that do good for pets. For the program, we traveled to Tampa to shoot original branded content that shined a spotlight on several inspiring stories including Subaru's partnership with Southeastern Guide Dogs, a service organization that teams with puppy raisers willing to commit to a greater purpose.
I produced content across all touch points leading the ideation, design, and creative development for a video experience that included a 4-part original series, an interactive video experience, branded editorial, social extensions, linear television components, and supporting media. Example topics we selected for the partnership included "What it Takes To Raise A Guide Dog" and "Adopting and Fostering Senior Dogs."
"Pup Close & Personal" delivered 3MM+ views with an average visit duration to content of over 3 minutes. The interactive video experiences distributed across Animalplanet.com received high engagement from fans clocking in with an average of 6 minutes time spent. On Facebook the performance was equally impressive with a total reach of 3MM+ and 6MM impressions surpassing Animal Planet benchmarks by 60% in social distribution channels. Facebook audiences spent over 2 minutes on average watching and engaging with content from their mobile devices.
video EXPERIENCE
We developed a responsive interactive video experience that enabled viewers to watch the series and engage at key points in the timeline by branching off to additional video content. At any point, the user could return to the main episode and continue watching where they left off. The destination included the "Pup Close & Personal" original series, branded editorial pieces, and content from Subaru. We distributed the campaign elements to Facebook and embedded the the interactive series directly in the Facebook mobile app. Below are screens of the main experience.
interactive video player
Leveraging new technology and a cloud-based CMS, we produced an experience where viewers would lean in and engage more deeply with video spending more time with content. Visual cues would appear during video playback and alert users to watch additional videos or browse content at key points during their stream. The Pup Close video experience featured 4 episodes along with 4 branded editorial pieces. Below is the initial wireframe and screens from the player UX.
branded content
In partnership with Subaru and the producers of The Puppy Bowl, we created a 4-part original series titled “Pup Close & Personal." Each episode tells the story of a very unique pup with an emphasis on adoption and puppy raising. Two of the episodes were shot on location in Tampa where we followed the story of a pup named Suba and the Folkman family who was raising him to be a Southeastern Guide Dog. The series was amplified to social audiences who were targeted with short-form vertical video posts and the interactive version of the series travelled within Facebook Instant articles via the Facebook mobile app. All episodes are featured below.
digital exclusives
We produced digital original shorts to deepen the storytelling within each episode.
branded editorial
We developed 4 branded editorial pieces to accompany each video. Topics covered in each article would directly match the subject of each episode and included titles like "What it Takes To Raise A Guide Dog" and "The Importance Of Volunteering And Donating To Your Local Shelter." Each piece was distributed on Animalplanet.com and Facebook via Facebook Instant. On Facebook's mobile app we were first-to-market with the inclusion of an interactive video player that could be embedded directly in the Facebook platform. Below are screens of the editorial experience.
social distribution
The "Pup Close & Personal" partnership was amplified to social audiences who were targeted with video posts, animated GIFs, and branded editorial directly in social news feeds.
Advertising
A suite of HTML5 media and innovative video solutions were targeted across devices and platforms to promote and drive awareness of the digital experience. Featured below is a commercial we produced for air across linear television and digital platforms.
