Case study · Retail & food

4Legs Pet Food: a wholesome message across digital platforms.

4Legs makes all-natural dog food sold in supermarkets across Australia. We managed its social media, advertising, landing page and email to build brand awareness and drive sales in store.

Sector: Retail & food
Service: Digital marketing
Channels: Facebook · Instagram · Email

Digital marketingCampaign delivery

The challenge

What needed to change.

4Legs is a wholesome, feel-good brand. Its all-natural dog food sits on supermarket shelves across Australia, which means the moment of purchase happens in a Coles or Woolworths aisle, not on a website. Any digital work had to lift awareness of the brand and then carry that awareness all the way to the shelf.

The brand’s personality was its strongest asset, and it was not yet working as hard as it could online.

The message had to be consistent wherever a dog owner met it. Social media posts, paid advertising, a landing page, email and even seasonal campaigns all needed to sound like the same brand and point towards the same outcome, more 4Legs in the trolley.

The task was to coordinate that wholesome message across every platform the brand used, give each one a clear job in driving in-store sales, and make sure none of them drifted away from the voice that makes 4Legs what it is.

4Legs Pet Food christmas message feeds 4legs website.

Approach

How the work took shape.

Everyone loves a cute dog picture, and we knew strategic social media management could make 4Legs take off. But pictures of furry friends were not enough. Every post had to draw on the brand’s wholesome, feel-good message, so we combined on-brand imagery with customer reviews to build a social media page that got tails wagging.

Getting the word out was the other half. We used the brand’s social channels to create a suite of advertising that showed what set 4Legs apart from the pack: playful messaging and bold imagery on all the major social media platforms, with one goal behind it, more sales in Coles and Woolworths.

Brands that thrive year after year are built on a strong foundation, so we laid the groundwork early. We created a custom landing page and directed specific social traffic to it, giving people who clicked on an ad a single, clear place to learn about the food and find it in store. This was essential to building awareness and driving purchasing, especially through Coles and Woolworths.

A series of eDMs carried the same happy feeling straight into customers’ inboxes, and few things land better than dog pictures delivered to you.

For Christmas we wanted to do something a little different. 4Legs engaged the charity Pets of the Homeless to run a campaign built on a core idea of the brand: the products make your dog feel great, and they make you feel good too. We designed a range of Christmas themed posts to match, festive and fun.

4Legs Pet Food 4legs australia facebook advertising.

The shift

Cute dog photos won the attention, but the feel-good message behind them is what sold the food.

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The work

The work, up close.

With the social feeds, advertising, landing page and email all telling the same story, the audience grew quickly and started talking back. The two engagement figures below were measured over 30 days and over three months, and they show how readily dog owners respond to a brand that feels like them.

161%.

Increase in Instagram followers in 30 days.

966%.

Increase in Facebook engagement over three months, compared with the previous period.

Managing the feeds day to day meant a steady rhythm of posts: on-brand photography, customer reviews turned into shareable graphics, and seasonal moments such as the Christmas campaign with Pets of the Homeless. Each post was written in the same warm voice, and each one gave followers a small reason to pick up 4Legs on their next shop.

The eDMs extended that rhythm into the inbox. Because the emails kept the same tone and imagery as the social feeds, subscribers recognised them at a glance and opened them.

32%.

EDM open rate.

4Legs Pet Food managing social media feeds 4legs.

The custom landing page worked across desktop and mobile, so a dog owner who tapped an ad on their phone in the supermarket car park found the same clear message as someone browsing at home. Directing social traffic to one destination also gave the campaign a clean place to measure what people did next.