Case Study: IZEA’s Pup-Approved Nylabone Campaign

We just dropped our case study on our recent partnership with Nylabone on an influencer marketing campaign to boost awareness about its Dura Chew line: durable chew toys that can help anxious dogs settle down.

The campaign’s goal was to show how Nylabone’s flavored Dura Chew toys can help in situations that cause stress and emotional distress in dogs, like their owners’ return to the office after being remote workers for the past couple of years. 

The pups stole the show, bringing in an engagement rate of 49.05% with their adorable content. Our brand awareness campaign reached more than 1.46 million followers in August 2021 and garnered 422K engagements.

Cute pets create good content

We tapped dog owners to create 12 pieces of puppy-approved content showing off their new dog toys. IZEA’s job was to manage the sponsored social media posts, promote posts and repurpose content. 

How did we find the right pet parents to work with? We wanted to work with influencers with strong, authentic ties to the pet content niche. We also sought to target a younger fur parent demographic. We used our Unity Suite to search for the perfect influencers to collab with.

Choosing the best boys and girls for the campaign was no easy task, but once selected, we sent their fur moms and dads Nylabone care packages, which they used to create content showing how Dura Chews can soothe anxiety in pets whose families are heading back to work and school, or are changing their routine.

Our dog influencers’ parents recorded their pets enjoying their Nylabone Dura Chews, then shared those precious moments with their followers on Instagram.

Superstar pet

Pet influencer Hattie, @Pupnamedhattie, an American Staffordshire Terrier, alone garnered over 45K views and a 65.46% engagement rate on Instagram with her day-in-the-life video. The post showed how Hattie, a rescued pup living in NYC, enjoyed her Dura Chew in an authentic way.

IZEA’s Managed Services team used IZEAx Unity Suite to facilitate the Nylabone campaign. To get started on an influencer marketing campaign, visit: https://izea.com/get-started/.