According to Google, the number of dog training video items online is approaching half a billion. Cat training isn’t far behind.
Naturally, Petplan was keen to tap into this interest with some training tips of their own. But, despite having a pet behaviourist on hand, their in-house productions had failed to deliver more than a few hundred views.
Planning, shoot and post-production
We began by planning a new series of 10 videos, each built around one of the top keywords identified by Petplan’s media agency.
With a careful eye on budget, we agreed a shooting script, sourced a location and scheduled a two-day shoot with Petplan’s pet behaviourist, one dog, four puppies and a kitten.
We captured the action using a two-camera set-up to give more dynamism and flexibility to the final edit.
Over 360,000 views in three months
To help get the completed videos seen by our target audience, we devised an amplification strategy. This ranged from advising on the accompanying metadata and end screens to how to make the most of the first seven days after going live.
For promotion, we used Petplan’s social feeds, paid-for social advertising, YouTube targeting and email. Three months after launch, the total view count of the series was over 360,000.