AWAY: PET CARRIER
Integrated Product Launch Campaign
How do you launch a pet carrier for travel at a time when it feels irresponsible to talk to people about travel? By talking to their pets instead. After all, our pets work just as hard as we do. They have to provide love, support, and deal with constant zoom calls. Some of them even have Instagram accounts.
So why not offer them a little break from their daily grind to explore everything the world has to offer.
TRAVEL POSTERS FOR PETS
Yep, we made them. And then we made them smell like stuff pets like (steak, catnip and cedar wood).
Then we put them low to the ground near dog parks - the one place people were actually still going every day during the pandemic.
VACATIONS FOR PETFLUENCERS
To build more anticipation on socials. We partnered with some of Instagram’s cutest petfluencers to tease the pet carrier and give them some time off. A blurred image and ‘OOO’ sticker were enough to stop eyeballs and create more excitement.
DREAMY E-COMMERCE
Pets dream of travel just like humans. So, when pets are busy curating their social accounts, we showed them what their holiday dreams looked like.
