Merck Animal Health’s HomeAgain is a recognized leader in permanent pet ID and protection. Through an 8+ year relationship with Flightpath, we’ve redefined its digital image to drive sales and connect with a larger audience of pet people. Our creative strategy focuses on two key components:
We responded with a plan to leverage the brand’s existing digital presence to lead the effort and achieve specific and measurable goals:
- Increase product/category awareness
- Optimize customer touch points
Snoopy and company transform a serious, scientific topic – pet microchipping – into an emotional connection with consumers. A blast of nostalgia welcomes pet people into the HomeAgain community boldly proclaiming “For the Love of Safety” as its new customer mantra. We redesigned their website with visual imagery veering toward the colorful, imaginative, and whimsical and messaging that revels in the joy of pet ownership. Enewsletters and our multi-product Facebook presence – MyPet - lets pet people connect with HomeAgain and each other their shared love of pets. Our award winning mobile app is another key touchpoint, enabling engaged customers to personally participate in the PetRescuer process.
How and Why
We developed new brand positioning and a messaging framework that drilled down to the essence of why you should protect your pet by microchipping with HomeAgain.
Love and devotion is the emotional currency of pet parent/pet relationships. HomeAgain belongs in a natural niche where that love and devotion is expressed:
- Unconditional support
- Only the best for my best friend
- Being a pet person makes me...me
We created a unique and strategic partnership with Snoopy and the Peanuts gang that plays out across multiple digital and social channels, communicating the HomeAgain story in a warm, familiar and friendly way.