Tails.com, part of the Nestle family, is all about delivering personalized dog food. Founded by a group of vets, pet nutritionists, and canine experts, they take canine care very seriously!
We’ve been working with the lovely team at tails.com since July 2021, and have activated 5+ successful influencer campaigns in this time. The previous campaigns we have worked on source dog-owning creators who can speak authentically to audiences in order to educate them on tails.com's pet food subscription plans and drive new sign ups.
In 2023, we worked on a campaign together where, instead of promoting the food, influencers promoted the tails.com Community Fund.
Tails.com launched its Community Fund In 2020 to make a difference in the lives of dogs and their owners all over the UK by donating a slice of the sales from their 'Good Dog Treats.' Since the Community Fund was launched, the donations have funded training for therapy dogs, given vital vet treatment to the pups of homeless people, and even helped build new training spots at rescue centers.
The aim and purpose of the Community Fund campaign – in June and July 2023 – was to maximize awareness of the Community Fund and surpass our target of 440,400 content impressions. The secondary aim was to drive click-through to the custom Community Fund landing page. To measure this, influencers would be provided with unique links, and this would enable us to track the progress.
At the beginning of the tails.com Community Fund campaign, we onboarded the client to Chord. Chord is our new end-to-end tech tool, designed to take the admin off our partner's hands and ensure high-performance campaign results.
After years of working with tails.com, we identified dog owners in the UK as our target audience, so we selected influencers that were well-positioned to tap into this audience demographic and were dog owners themselves.
For every campaign we run, we shortlist a set of influencers and present these to our clients for approval, and this process was able to take place in Chord, our end-to-end-campaign management platform! Our Campaign Producers generated and managed the shortlist and tails.com reviewed it and approved it all seamlessly within Chord.
We worked together to select the final 6 influencers – Estee Lalonde, Sophdoeslife, Ramona, Hannah Louise, Toylilo, and Sophia Cook. The influencers took to Instagram and TikTok, creating content that showcased the different charities benefiting from tails.com, including Give a Dog a Bone, Streetvet, Refuge4Pets, and All Creatures Great & Small Animal Sanctuary.
The influencers created content on either TikTok or Instagram Reels. This platform choice aimed to prioritize engaging and creative content over lengthy formats, ensuring that the message remains impactful.
To maximize authenticity and creative freedom, we gave the 6 influencers three thought starters:
Again, tails.com was able to easily and quickly review all of the creator content within Chord. Goodbye, back-and-forth emails, and messy spreadsheets, hello in-platform discussion threads! Tails.com were able to review the status of their campaign and complete any tasks throughout the whole project.
They were also able to see the budget, campaign aim, go-live dates, campaign type, deliverables, target audience, and location on their dashboard.
Throughout the campaign, tails.com were able to log into Chord to review the performance of the content. Once the campaign wrapped, Digital Voices’ Account Managers working on the campaign embedded the final Looker Studio report into Chord to showcase the stellar results:
The Community Fund and tails.com received positive mentions – standout performers were Toylilo, Estee Lalonde, and Jess & Norma, who generated over 135 comments (attached) at 98.9% sentiment.
We received some amazing feedback from the tails.com, who were thrilled with how the campaign went! We believe that much of this success was down to our end-to-end Influencer Marketing tech that made each process seamless.
Kezia Price, PR & Communications Manager at tails.com said: “Chord is such an easy-to-manage influencer platform. It’s going to help us stay on top of our campaigns and will allow us to better communicate with Digital Voices.”
Sophie Van der Veken, Affiliates, Partnerships & Influencers Manager at tails.com said: “Digital Voices was able to increase tails.com’s brand awareness alongside our charity partners. This was evidenced by results that blew expectations out of the water.”
To learn more about how you can scale your campaigns seamlessly with our campaign management platfom Chord, reach out to us here.
