Dog-E: One in a Million

360º Omni-Channel Campaign

CONTRIBUTIONS: 
CONCEPTING • CREATIVE DIRECTION •  SCRIPTWRITING • COPYWRITING • UX APP WRITING • GAMEPLAY & PRODUCT STORYTELLING
THE PROBLEM
"This product is amazing, but complicated. How will we explain that to consumers?"

THE DETAILS
We were launching a highly innovative and complex robot dog. Dog-E needed to be cool enough for parents to spend $80, but simple enough for kids to understand.

THE APPROACH
We took a multi-pronged approach to tackling our problem with two key ingredients.

1 – With a big debut at CES 2023, we generated buzz with tech fans that thrive on feature-rich products.

2 – We launched a pre-sale and built out an onmni-channel campaign to educate and excite consumers ahead of our launch at mass retail.

By the time the holiday season rolled around, we were a top holiday gift for families around the globe. 

KEY WINS
  • Top Holiday Toy at Target & Amazon
  • 4 billion+ impressions for CES launch
  • Toy Insider Hot Toy

CES LAUNCH & PRE-SALE

To maximize buzz and build pre-sales in early 2023, we launched Dog-E at CES. As one of the most exciting and innovative toys featured at the show, Dog-E featured in press throughout the event and earned 4 billion impressions. 
Best Inventions of 2023 – TIME Magazine
Meet the Robots of CES 2023 - Washington Post
Best of CES 2023: Canine communication and a calming pillow - AP NEWS

BUILDING BUZZ WITH PLAYFUL ADS

Once we got the buzz rolling, we needed to build a connection with our audience through compelling ad content. But budgets were tight. 

How do you deliver on "one in a million" with a very NOT million-dollar budget? Creative production! Working closely with our production and editing teams, we combined our ad content, how-to content, and organic content shoots into the same day, and used the footage in a flexible way across our different touch points. The resulting content felt realistic and organic, and resonated with our audience across social, digital, linear TV, and more. 

INTEGRATED CAMPAIGN ACROSS PLATFORMS

Kid and co-viewing ads on linear and YouTube. Parent and gift-giver targeted ads on Facebook, Instagram, and TikTok.

I crafted concepts, wrote scripts, remotely produced our video shoots, and oversaw editing and cutdowns to ensure all creative delivered on our objectives to educate and entertain. 

SOCIAL CONTENT WITH PERSONALITY

We harnessed social media challenges, trends, and meme culture to add personality and playfulness to Dog-E across all channels, including Instagram, TikTok, Zigazoo, and YouTube Shorts. 

I worked hand-in-hand with our social media team to develop concepts, script videos, write content, and draft captions.
TikTok Video: 10 Dogs in 1
TikTok Video - Dog-E Rates Treats

CELEBRATING FEATURES WITH CONTENT SERIES

Taking inspiration from YouTube heavyweights like Moriah Elizabeth, I led our in-house creative team to produce these entertaining and educational How-To videos for the Fall 2023's coolest new dog.

EXPANDING PLAY WITH INTEGRATED APP

Of course, the most technologically advanced toy of the year needed an outstanding integrated app! As a key creative in developing Dog-E's voice, personality, sound effects, and brand voice, I was brought in to collaborate with the developer team on the Dog-E App, available in the Apple App Store and Google Play Store.

I worked closely with them to develop the gameplay, write all copy, and play test the results to ensure that the app experience enhanced Dog-E's value even more. I also spearheaded all app marketing collateral and app store listings. 

PERFECT FOR GAMERS

Dog-E included 6 interactive games that can be played with or without the app. I worked directly with the programming team to streamline gameplay, name the games, and develop copy for them that made the games fun and easy to understand. In testing and through consumer feedback, the games scored as a top feature for both kids and parents.