Social Media Advertising; Email Marketing; Google Ads; Partnership Outreach
The mission of The Dogist is to share the beauty and joy of dogs through photographs, videos, books, and apparel. Created in 2015 to highlight dog stories, the company grew as they branched they business towards creating apparel e-commerce and began a monthly giveback program to support pups in need.
The Dogist engaged SLTC to help in cultivating awareness of their shop during the 2019 holiday season. The Dogist had strong brand awareness for their storied, but not as much for their clothing line or the opportunities they provided to support and donate to their featured animal rescues.
We worked with the CBL team to communicate the customer-focused and welcoming environment that they are able to offer in-person online. We leveraged design elements and UX best practices to ensure that product education, trust and credibility were still at the core of the website experience. With the launch of Clean Beauty Lab, the business went from being a small neighborhood hair salon to a prestige brand that embodies luxury, artfulness and authenticity, values that were true to their core and appealed to upscale customers nationwide.
In our development of a comprehensive digital marketing strategy for The Dogist, we recommend that we seamlessly execute a 2019 holiday campaign across multiple digital touch-points that bring forth awareness to the e-commerce site and revenue production during a key gifting period—from Black Friday/Cyber Monday through the end of December 2019. The channels that we believe would be most effective are a combination of owned and paid media, specifically
We created a robust workflow consisting of 4-6 emails with database segmentation and abandon cart win-back to bring customer engagement to the sale.
We defined product attributes for retail-centric Google ads to target those in-market for dog related or paw-rent related items bring in highly qualified consumers.
Social Media Advertising
We launched Instagram and Facebook paid prospecting for website traffic, catalog sales and retargeting campaigns.
In support of the sale, we encouraged followers to generate awareness amongst their followers and in-tandem highlight Q4 brand ambassador programming.
We utilized existing partnerships to cultivate awareness towards the holiday sale. We also provided outreach to potential partners such as dog-friendly brewing companies, parks, veterinarians, and dog-influencers in order to tap into new audiences outside of The Dogist’s current database.