Committed to the health and happiness of canine companions, @iLoveDogsInc provides a comprehensive resource for dog owners, including health information and advice, pet-friendly travel options, and adoption success stories. The company also manufactures and distributes a line of all-natural canine supplements.
Their challenge
@iLoveDogsInc wanted to tap into the sizable and passionate community of “pet parents” to increase visibility and reinforce the company’s leadership in dog wellness information and advice. The company also wanted to drive sales of their all-natural canine vitamins and supplements.
Their solution
@iLoveDogsInc used Promoted Accounts to find new customers interested in their products. The company also engaged their followers with Promoted Tweets that included a mix of dog care advice, breaking news (e.g. pet rescue and wellness during natural disasters), user-generated content, and sales promotions. Approximately 25% of Tweets emphasized the benefits of the company’s all-natural supplements and directly drove sales.
The healing power of the reishi mushroom helps fight doggie allergies, acne and more. Available as a daily supplement: bit.ly/MitL9C
— i Love Dogs, Inc. (@iLoveDogsInc) October 26, 2012
In between promotions, @iLoveDogsInc continually remained relevant to their customers by optimizing their dog care news for real-time events as well as longer-term planning for the holidays.
Inspired by @anncurry, here’s how you can honor the animal-loving Sandy Hook victims: bit.ly/TwEK11#26ActsOfKindness
— i Love Dogs, Inc. (@iLoveDogsInc) December 19, 2012
Dog Lost After Superstorm Sandy Found Hours Before Being Euthanized: bit.ly/VDMJtf #amazing
— i Love Dogs, Inc. (@iLoveDogsInc) January 9, 2013
Bones, raw turkey, onions and mushrooms are all #Thanksgiving foods dangerous to your dog. The full list: bit.ly/uJG4xf
— i Love Dogs, Inc. (@iLoveDogsInc) November 19, 2012
The company also created photo contests with product giveaways to further engage with their followers and give customers a chance to try their supplements.
Since we started Twitter ads, we’ve seen higher engagement rates and we’ve become the go-to for everything pet parents need to know about dog care. This has also helped us drive tremendous traffic to our online store.
Amelia LeruttePR/Social Media Assistant at i Love Dogs
Their results
@iLoveDogsInc experienced substantial growth in referrals to their website and even more traffic to their online store. They also saw an increase in engagement via Retweets and @replies since beginning their Promoted Tweets campaign—some from celebrities and high-profile influencers in dog care.
The company’s “Supplement of the Month” (promoted on Twitter) is consistently the top seller in the @iLoveDogsInc online store. Additionally, Twitter remains a top-five referrer to the company’s website on a monthly basis.
3 keys to success
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Optimize your Tweet content.
@iLoveDogsInc keeps their followers engaged with a blend of advice, breaking news, user-generated content and sales promotions.
In honor of the Hollywood award season starting this month, we’re counting down our Top 5 Celebrity Dog Supporters: bit.ly/VDLudp
— i Love Dogs, Inc. (@iLoveDogsInc) January 9, 2013 -
Be responsive.
@iLoveDogsInc fosters good relationships by quickly responding to their followers’ Tweets.@amats33 She is gorgeous! You should definitely submit your rescue story.
— i Love Dogs, Inc. (@iLoveDogsInc) January 17, 2013 -
Encourage storytelling.
@iLoveDogsInc taps into the passion of dog lovers by encouraging owners to submit user-generated content such as dog photo contests and heartwarming adoption stories.LAST DAY to enter our i Love Hollywood Dogs Photo Contest! bit.ly/UCcFGS #contest #giveaway
— i Love Dogs, Inc. (@iLoveDogsInc) January 31, 2013