Paid Social Campaign

Fetch by The Dodo

Social Strategy

The ask

My incredibly talented former creative partner at Equinox eventually became the creative director at Petplan, which was rebranding to Fetch by The Dodo. As part of this rebranding, there was a big shoot. And a big campaign. And a big social push.

The problem? She didn’t have many copywriters, and needed someone to pick up the slack. ENTER: Ben.

So in some of my spare time, I helped Fetch by The Dodo create social ads on Facebook and Instagram (mostly).

The execution

The shoot itself had been done in LA—all I had to do was make the text gel with the images.

Messaging-wise, this was one of the more complex projects I’d taken on. Fetch had split the audiences across demographics, marketing funnels, and even whether a viewer has adopted from a shelter or not. And they wanted both gifs and videos.

I created a large (large) spreadsheet that laid out everything based on audience. Upper funnel new puppy parents. Mid-funnel casual browsers. Lower-funnel folks, ready to click.

I laid out the image overlay, supporting description copy, primary text, everything. After quite a few reviews, we had a really cute campaign that I was super proud of.

Upper funnel

Mid funnel

Lower funnel

Congrats on getting all the way down. See a small sampling of the video at the top of the page!