Time: 1 month (150 hours)
Role: Brand Director, UX Researcher, Product Marketing Manager
Team: 3 stakeholders
Tools: Figma, Shopify, Instagram, Adobe Photoshop
Platform: Mobile and Desktop
LAUNCHED OCTOBER 2023
Challenge
New dog skincare brand launching online and need to inform new customers of the mission, vision, and what this product offers to their pet. Shopify store needs to be created and marketing materials for the Dog Halloween Parade the brand is launching at. The challenge is to stay in the budget and help grow brand.
solution
Create brand identity and photograph brand elements, create marketing materials, engage on Instagram, and develop Shopify website.
IMPACT
25% Increase User Engagement
20% Increase in Revenue
50% Increase in user retention
PRODUCT process
Brand overview
Mission
Dr. Dan's is a pet care brand that provides customers with a high quality luxurious pet products. Formulated by a veterinarian based in New York City, Dr. Dan's strives to create innovative products with the best ingredients.
Vision
Grow to a well recognized brand by pet owners and develop a brand that ensures high quality with our products.
Target Audience
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Millennials and Gen Z who often treat their pets as family members and are willing to invest in premium care products.
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While both men and women purchase pet shampoos, studies have shown women tend to be more involved in pet care decisions.
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While pet shampoos are purchased across all income brackets, those with a middle to high household income might be more inclined to buy specialty, organic, or high-end products.
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Individuals who perceive their pets as family members or companions are more likely to invest in quality grooming products.
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Owners who are concerned about their pet's health and well-being and look for products that promise hypoallergenic, therapeutic, cruelty-free, or natural products, or other health benefits.
Competitors
Floof
ouai
glossier
competitive insights
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Opportunity to develop strong presence on social media and takes the ideas from human skin care companies that speak to Millennials and Gen Z customers for pet care. Customers want innovative and high quality ingredient products for their dogs.
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Opportunity for customers to trust the brand as a veterinarian formulated the products
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Opportunity for natural & organic products.With the rising awareness of chemicals and artificial additives, there's an increasing demand for organic and natural pet shampoos.
Weaknesses
Brand Loyalty: Pet owners often stick to a brand if it suits their pets, indicating that first impressions and quality are crucial.
Price Sensitivity: While there are budget-focused buyers, many pet owners are willing to spend more for perceived superior quality or specific benefits.
Reviews & Recommendations: Word-of-mouth, vet recommendations, and online reviews play a significant role in purchase decisions.
Threats
Regulatory Landscape: Varies by country but can include restrictions on certain ingredients, mandatory testing, and labeling requirements.
Economic Downturn: In times of economic hardship, consumers might cut back on non-essential purchases.
Strengths
Specialty Products: Shampoos that address specific needs (anti-flea, anti-itch, hypoallergenic, deodorizing, etc.) are gaining traction.
Diversification: Introducing product lines catering to specific breeds, age groups (like puppies or senior dogs), or issues (skin conditions, allergies).
Opportunities
Direct-to-Consumer: Digital-first brands, which prioritize online sales, have been growing in popularity due to the shift in consumer shopping habits.
Brick-and-Mortar: Pet stores, supermarkets, veterinary clinics, and grooming salons.
Subscriptions: Monthly or bimonthly delivery of pet grooming products, creating recurring revenue.
Educational Content: Offering advice on pet care and grooming can help brands establish authority and build trust.
Impactful ideas
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By stressing that veterinarians have formulated the products, the brand is highlighting professional expertise and assurance. It suggests that the products are not only safe but also effective in addressing specific skin care needs.
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This indicates that the products aren’t just for cosmetic or superficial use but serve a purpose in resolving or preventing skin issues.
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This is an emotional appeal. It indicates that by using this product, owners are ensuring the best possible care for their pets, leading to a healthier, happier life.
photography
Shooting at multiple locations and organizing a shot list to ensure all images were captured. Managing equipment, timelines, and expectations to capture the clean and natural aesthetic.
marketing materials
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Advertising to customers walking by at the Halloween Dog Parade that we had our booth to demonstrate our product and give samples.
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In the gift bags to potential customers we gave out samples, informational postcard, stickers, and dog treats.
Shopify
Developing a Shopify store that had seamless user experience and informational content was essential. Connecting to Instagram as well as collecting reviews to tell interested customers that the brand was trustworthy was another priority.
Informational Content
Allowing users to learn more about the ingredients and the brand with our blog and multiple touch points to finding this content was essential.
Building Trust Seamlessly
Allowing potential customers to read reviews about the product and seamlessly find the brand on Instagram was key in developing the Shopify store. Utilizing apps to achieve this was essential.
results
Increase in User Engagement and mobile user devices was a top source.
25%
Increase in user email sign ups and increase in Instagram followers.
50%
next steps
Conclusion
In conclusion designing a new brand was very rewarding and I am excited for the brand to take off. Expanding the product line and updating the content to engage with the audience is essential. Collaborating with other pet friendly brands and educating customers about our products. Introducing a subscription model as well to the Shopify store to retain customers.