Picture this! It’s 2021. COVID is calming down and you need to head back to work. But you have a problem. You’re too busy obsessing over your dog’s well being. The separation anxiety sets in and you can’t focus. Amazon Alexa’s team understood this and asked how we could solve it.

The concept? Dog Brain.

To drive mid-funnel awareness, we created an online campaign that addressed the common ailment our pet parents were experiencing, Dog Brain. Tapping into the anxiety that pet parents experience when leaving their dog at home, we showcased how an Alexa enabled smart home kept our pet owner sane and able to leave the house with confidence.

Using smart lighting and the Blink Mini camera, our pet parent stays connected with a smart home enabled by Alexa.

The campaign included :
Digital TV ( OTT/OLV)
Paid Media
Social Media - Tik-Tok #dogbrain

We partnered with the @alexa99 team to develop a Tiktok challenge using our campaign hashtag, #dogbrain. “Dog Brain 101” challenged TikTok users to share signs that they had #dogbrain and how Alexa cures them. Alexa partnered with key pet influencers on TikTok to get the challenge started.

To further support content creation we developed custom GIPHY stickers around #dogbrain, featuring illustration for Alexa products and our dog from the video to tie the whole campaign together.

Core Team
Senior Creatives: Derek Arzoo
Creative Team: Shayna Wenger (CD/AD), Bryce Isaacson (CD/CW)
Strategy: Amanda Wybolt
Director: Matteo Mosterts
Account Lead: Erin Mulhern
Production: Chad Bowling/Matteo Mosterts/Maddy Kereszturi


Disciplines
STRATEGY/BRAND EXPERIENCE