Lucid is a dog training service based in Lake Oswego, Oregon. But they're not just any ordinary dog service...
They actually complete all of their training in the comfort of your own home!
Through positive reinforcement and reward-based exercises, Lucid's main goal is to give each dog and their owner all the skills necessary to maintain a healthy relationship.
But there was a problem — frustrated owners would seek them out as a last resort before giving their dog up for adoption. So when co-owners Chris and Katie came to FIR Northwest for help, they wanted to show people that through proper training, their frustrations don't have to be permanent.
So how do you illustrate the importance of dog training?
As a creative team, our job was to communicate to dog owners that they can build a powerful bond with their pets.
Most importantly, that spending quality time with your dogs are some of the best memories you'll ever have, so Lucid can help strengthen those bonds to ensure a beautiful friendship.
Here's what we came up with...
We produced a series of animated GIFs that were advertised on Instagram and Facebook. The cartoon-ish style allowed us to speak to owner's frustrations in comical but relatable ways, using social media to tell concise and compelling stories.
The format for each GIF shows an owner and their dog before and after training. In the beginning, it illustrates the problem. Then we transition to the ideal outcome, when Lucid steps in to guide them.
In this first animation, it depicts a scene most dog owners have probably experienced — when their pup poops inside. It then zooms in to a better future, when they can celebrate good behavior together.
The caption puts a twist on the classic line "party pooper". In this case the phrase is more literal, while highlighting Lucid's emphasis on positive reinforcement when interacting with your dog.
We train party poopers.
Helping puppies make good decisions starting at 8 weeks old.
This little guy went from a mischievous mutt to an honorable, sophisticated lad with a degree.
Since most puppies will start chewing anything they get their paws on, it can become very frustrating for dog owners. With this animation, we wanted to illustrate how to teach dogs the right way to play, indicating a seamless transition towards good behavior.
The third and final animation displays the constant struggle of walking a distracted dog. When puppies start exploring the outside world, it can become very difficult for them to stay focused.
"Walks don't have to be a drag" is a phrase designed to put dog owners at ease. Instead of having a constant push and pull with your pup, Lucid helps them concentrate so you can enjoy every day together.
Walks don't have to be a drag.
Key Metrics
These three ads were executed for a month long on both Instagram and Facebook. If someone were to click on the ad, it would send them directly to Lucid's homepage where they could learn more about their services or call for a free consultation. Here are some key details and metrics from the ads we sponsored:
-
We advertised to both male and female audiences all over the Portland Metro Area, ranging from 25 to 54 years of age.
-
Targeting was also based on consumer interests. These keywords included: Obedience training, Dog Parks, Dog Behavior, and Dog training.
-
The campaign resulted in 200 clicks, which was 30 clicks above our metrics for success.
-
Other notable statistics: 53 post reactions, 10 post shares, and five post saves.
The Team
Account Managers
Perlita Azures-Flores
Bailey Arvidson-Goodell
McKenna Dover
Theresa Nguyen
Strategists
Kevin Nickoloff
Taylor Wood
Media
Laken Garman
Caitie Sauer
Art Direction
Tamim Almosalam
Danielle Emeka
Bao Phan
Savannah Quarum
Bingbing Zhang
Copywriters
Tobin Carlberg
Logan Evans
Jake Floeter
America Hall