Mostly Paws
Mostly Paws is an e-commerce brand for people who love their fur children. They provide pet care products as well as customizable products.
The Custom Toybox + Landing Page Strategy
A landing page was developed to test a brand-new product. The personalized toy box allowed for inserting the name of a pet + a dog breed illustration. These unique features called for a more in-depth explanation compared to a traditional product listing on a website.
A limited budget for creatives gave the opportunity of “UGC”
Cost-Effective: We simply sent out a product for free in exchange for content.
Authentic: Genuine content tends to perform better because it puts the viewers through the experience as if they purchased a product. It creates excitement and trust.
Highlighting Benefits:
The biggest problem the toy boxed solved was keeping dog toys off the floor to prevent a “mess”. It was important to proposition both the “cute” factor in combination with the “utility” factor.
With hundreds of different breeds, we needed to make the viewer feel this is for “them”.
Highlighting the “find you breed” headline evoked curiosity that was reinforced with visual UGC of many different dog breeds letting viewers envision themselves with the product.