Royal Canin “Signs of Health”

Image communication Social Media

Challenge

Previous activities fulfilled their role, significantly impacting brand sentiment and providing moderation content for responding to further comments. Up until now, through experts, the brand’s communication had been very scientific and “rigid,” which is not a natural tone of voice (TOV) for social media.

Our challenge in the second phase was to design communication that would resonate with two vastly different target groups – pragmatists, who care about rational arguments, and pet lovers, who are sensitive to emotional messaging.

Insight

People and brands say and write all sorts of things. That something is or isn’t good for animals. That according to study X it’s one way, and according to study Y it’s completely the opposite. Everyone operates with data that only partially reflects reality.

Animals eating our food are healthy! And they give clear proof of it — all you have to do is look at your pet. At their signs of health!

Strategy

Signs of Health

We have proof that we are true experts in health. Not only scientific evidence but also signs you can see with your own eyes.

That’s exactly what we’re going to talk to you about — the signs of health of your pets.

We will share this story both rationally and emotionally, connecting facts with feelings.

Execution

We prepared short and very “to the point” social media creatives tailored for both feed and stories communication. Each creative conveyed the Signs of Health message within its pillar — either in an emotional or rational way.

Summary

We created a comprehensive communication platform and a unique, distinctive visual direction. Thanks to both, we can consistently reach different target groups and produce tailored creatives for every topic.