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Morton Salt
Morton Safe-T-Pet - A Safer Winter for All

RAN IN: United States

CLIENT
Morton Salt

AGENCY
Neo@Ogilvy *Lead Agency

Pranav Pandit, Managing Director, Sr. Partner
Mike Myers, Media Supervisor
Alexis Kuennen, Media Planner


Blacklist


Ogilvy & Mather

Annie Gray, Management Supervisor


SUMMARY

Purchase of ice melt products is typically driven by necessity and impulse. Morton Salt's Safe-T-Pet generated proactive purchases by shifting the frame of reference from "weather necessity" to "pet must-have". We used a content marketing strategy aimed at driving an emotional connection with "Pet Parents". Morton Salt created a 90-second video starring two dogs, Lucy and George; best friends kept apart by the perils of paw-unfriendly ice-melt. Safe-T-Pet is the strong, silent hero that reunites them. The result: A full 60% increase in sales compared to the same period year over year.

CASE STUDY

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CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);GUERILLA;Sampling/Trial;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;MOBILE/TABLET;Display Ad (Mobile/Tablet);Other (Mobile/Tablet);SOCIAL MEDIA

Audience: Pet Parents

Objectives: Brand Engagement

Type: Business to Consumer

Classification: Regional

Language: English