Project Background

When you're looking to grow brand awareness and social following, clever collaborations can go a long way towards helping you. This was the idea behind this collaboration between AlphaDog DNA and Dog Food Advisor. IT focused on genetic conditions that affects a dog's diet - a nice way to tie the two brands together. 

It featured: 

• 5 x collaborative social posts
• 1 x giveaway
• 1 x e-newsletter feature
• 1 x website article
• 1 x offer code & affiliate agreement

Action

My role was as the mastermind of the collaboration. I took it right from its inception through to creating & editing the content. 

This involved finding & liaising with brand and creative partners, agreeing affiliate deals, researching and writing about the topics, and working with other writers, designers and marketing managers to get the content made and signed off in line with agreed deadlines. 

As is best practice, I linked everything together... 

So, the Dog Food Advisor website article was on 5 genetic conditions that affect a dog's diet and featured quotes from AlphaDog's DNA experts. The Dog Food Advisor e-newsletter was on the topic of canine DNA and promoted the article, the social giveaway & the offer code (for $20 off). The social posts (Facebook & Instagram) were each about one of the genetic conditions in the website article, and promoted the DNA test kit giveaway and the offer code.

Results

Overall, this content collaboration generated:

• 366.4k+ impressions
• 4.5k click throughs
• 10 purchases (worth $1590)

Here's a more detailed breakdown: 

• Giveaway: 10.6k impressions (60-90% non-followers), 680 entries. For a giveaway with only 5 winners, this was a huge success!
• Newsletter: 324.8k total opens, 4.4k total clicks (1.4k - article; 1027 - affiliate offer; 622 - social channels)
• Social posts: 31k impressions, 1k interactions, 50 click throughs

It's important to remember that, while purchases are excellent, they're not the only tangible benefit. So it would be wrong to think this campaign only generated $1590 of value. 

Instead, it got the Dog Food Advisor brand 227.5k (approx.) impressions from non-followers, meaning it'll have worked wonders for brand awareness. It also generated a bump in new followers (around 250), and has resulted in a lasting affiliate deal between Dog Food Advisor & AlphaDog which will continue to deliver for both brands in the future. 

For AlphaDog, it has also generated invaluable insights into why consumers want dog DNA testing - since the way they entered the giveaway was to tell us what they'd like to learn from their dog's DNA! 

If you'd like to see what interesting content collaborations might work for your brand, drop me a line on [email protected].