• Digital Strategy
• Microsite
• Social Media
• Facebook
• Twitter
• Pinterest
• Email
• Radio

Background:
Embark sells DNA Kit that allows pet owners to identify their dog’s family tree, pinpoint their breed mix, flag health markers and predict traits they are likely to exhibit, all with one small sample of DNA.

Challenge:
To build a highly creative conversion campaign, specifically for Mother’s Day. A campaign that would capture the attention of children or spouses looking to gift the mothers in their lives something unique for the holiday. And we only had three weeks to get it into market.

Insight:
Mom knows everything about her family, but is often left guessing what breeds make up the family dog.

Our Solution:
Based on that insight, we developed a Mother’s Day-focused conversion campaign around the concept of “Give mom the answer, because she should know everything about her family” Since everyone agrees that compounded breed names sound funny, we brainstormed hundreds of bizarre and unexpected dog breed combinations — imagining that these might be some of the combinations mom comes up with when trying to figure out her dog’s breed mix. The result was a creative and comprehensive digital campaign supported by a local radio jock who owned a dog that Embark tested and revealed the results on air. A microsite “IsMomStumped.com” paid social (Facebook, Pinterest and Twitter), display ads and emails saturated the buying channels before the holiday.

Results: 100% increase in sales
The campaign exceeded expectations. Embark saw over 100% increase in sales. Social posts were inundated with comments from families speculating what breed mix their dog might be and engagement with the brand pages increased by over 50%. The campaign was so successful it was continued for Father’s Day saving Embark the cost to develop a new campaign.