ITCH

The Brief

After the successful launch of the DTC flea treatment brand ITCH, the challenge was to maintain momentum for the subscription model business, ensuring we elevated it beyond product to a ‘pet wellbeing’ offer, whilst keeping the disruptive and cheeky tone-of-voice.

Action

Creating punchy and relatable insights that hit the right note with the media is key. Everyone with a pet knows you aren’t supposed to share your bed with your pet, but that doesn’t stop us from doing it. So, we commissioned an in-depth study into the favoured sleep positions of our four-legged friends. The discovery of the nation’s top positions, the ‘Donut Divider’ and the ‘Pillow Bandit’, were then analysed by a specially recruited ITCH animal behaviourist. Underpinning monthly stories like this, we took the reins of the brand’s social content. Fusing the brand’s cheeky personality with the wealth of pet meme content online, we created a weekly content structure that entertained, informed and engaged the digital audience. Competitions generated user-generated content for us and helped build the ITCH community.