TopBreed Dog Meal - Social Media
TopBreed Dog Meal
Your pals’ best friend in achieving total wellness
Challenge
How can we position TopBreed Dog Meals as the go-to brand and expert in achieving total wellness for pets, especially in pet care and nutrition?
Client
Universal Robina Corporation
Scope
Social Media Strategy, Social Media Management, Paid Ads Management, Community Management, Influencer Management
About the Brand
TopBreed has one of the better product formulations tailor-fitted to a dog’s condition in the Philippines but there is a need to strengthen brand presence online, to properly position the brand as the expert and build a community of pet owners who appreciate value-adding insights and will ultimately evolve into strong brand advocates.
Repositioning the brand
Since TopBreed’s value proposition is its formulation, the brand has leaned towards a more technical route, highlighting the health benefits of the product. However, it is also important to appeal to the emotional benefits that TopBreed can bring to pet owners and their pets and see how they can integrate this to their lifestyles. By reinforcing a more youthful and energetic identity, this allows the brand to be more aligned with its values – approachable, playful, caring, nurturing, and trustworthy. This also makes the brand more relatable and gives it the space to explore both the technical and heartwarming side of the brand.
Building a community
Social media has long generated a strong interest in animals. People love sharing photos of their pets and engaging with pet-related posts. Although TopBreed has a large following, the brand struggled to connect on a more personal level. By developing a more personal connection with customers, a special bond is forged with the brand that ultimately evolves into trust and loyalty. Developing campaigns that highlight moments more than products; sharing value-adding insights more than generic content, and; focusing on engagement more than exclusively pushing for products contribute to this sense of community and shared space of conversation with TopBreed’s followers.
Being the trusted expert
Trusted ambassadors and experts choosing TopBreed as their brand of choice reinforces the brand’s positioning. A combination of industry ambassadors, satisfied customers, and influencers contribute to building strong brand affinity. User generated content is one of the most powerful content to highlight, because this is proof that actual customers are truly satisfied with the brand.
The solution
By focusing our efforts on proper positioning and community building, TopBreed Dog Meals has established itself as a trusted and loved brand with expert knowledge on proper care and nutrition. Now, the brand will move towards conversion by shifting from multichannel to omnichannel.