For Better Humans: Puppy

Working with a brand platform developed by The Special Group, Edge created a range of content for the focus of Petbarn's puppy campaign period.

The highlight of which was a 3 part documentary style film series, digging deeper into human truths and emotional themes.

These films were launched on Facebook as a sequentially targeted series of content - followed by static posts, articles, lightweight video, eBooks and finally product related posts.

To date, the films have been viewed more than 2.5 million times with a CCP (cost per click) of just $0.02 - well under Facebook's 'excellence' baseline. Other content has performed well with the CTR of most Individual content items outperforming baseline numbers, demonstrating quality and relevance across the entire content set for the campaign.



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