As our families return to the office and the classroom, who’s thinking of the fur babies at home? Our dogs have had it good the last few years, but the sudden change in environment could lead to stress and emotional distress. Nylabone’s flavored, durable chew toys can help anxious pups settle down.
IZEA partnered with Nylabone (and some of our favorite dog influencers) to increase awareness of the brand’s Dura Chew line on social media. Our fluffy influencers’ moms and dads helped create 12 pieces of puppy-approved content showing off their new dog toys.
Scope
Managed sponsored social
Promoted posts
Content repurposing
KPIs
Engagements
CPM
CPE
ENG. Rate
As our families return to the office and the classroom, who’s thinking of the fur babies at home? Our dogs have had it good the last few years, but the sudden change in environment could lead to stress and emotional distress. Nylabone’s flavored, durable chew toys can help anxious pups settle down.
IZEA partnered with Nylabone (and some of our favorite dog influencers) to increase awareness of the brand’s Dura Chew line on social media. Our fluffy influencers’ moms and dads helped create 12 pieces of puppy-approved content showing off their new dog toys.
Scope
Managed sponsored social
Promoted posts
Content repurposing
KPIs
Engagements
CPM
ENG Rate
CPE
49.05%
ENG RATE
442K+
ENGAGEMENTS
$26.09
CPM
$0.05
CPE
49.05%
ENG RATE
442K+
ENGAGEMENTS
$26.09
CPM
$0.05
CPE
Platform
Instagram
Wanted: Good Boys and Girls
We had the excruciating task of picking the sweetest dog influencers of the pack. 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.
Instagram Carousel Posts
Our dog influencers and their owners created three in-feed gallery posts demonstrating Nylabone’s bonafide chewability. This provided a wider variety of high-quality imagery to be repurposed through ContentMine™.
3
POSTS
28.89%
ENG. RATE
8.8K+
IMPRESSIONS
3K+
TOTAL ENGAGEMENTS
Ducky the Yorkie
@duckytheyorkie
122K
Followers
TamaraCamera
@tamaracameraphoto
32K+
Followers
Tonka the Bulldog
@tonkathebulldog99
58K+
Followers
Instagram Reels
Our team of fluffs and doggos delivered three videos and a combined 77,401 engagements. @Pupnamedhattie alone garnered over 45K views and a 65.46% engagement rate.
3
VIDEOS
33.36%
ENG. RATE
285K+
IMPRESSIONS
77K+
ENGAGEMENTS
Farah
@farahpink
61K+
Followers
Hattie
@pupnamedhattie
87K+
Followers
Where’s The Frenchie
@wtfrenchie
147K
Followers
Instagram Stories
Our furry friends delivered a combined 20,331 views, a 9.14% engagement rate, and a 4.49% click-through rate. The native swipe-up function is perfect for driving traffic to the Dura Chew product page, which helps explain the success of this content type.
6
FRAMES
413
CLICKS
1,585
ENGAGEMENTS
4.49%
CTR
Kuiper
@spacewhippet
156K
Followers
Maitri Mody
@honeyidressedthepug
88K+
Followers
Cupcake
@cupcakethegolden
16K+
Followers
“Living the life!! ❤️ ❤️”
Consumer engagement with our influencers shows that their followers are moving lower through the funnel.
Numbers Worth Wagging About
Nylabone and IZEA worked on behalf of fur children everywhere to tell their dog parents about the brand’s Dura Chew toy line. And our dog influencers made their voices heard.
Our brand awareness campaign reached more than 1.46 million followers in August 2021 and garnered 422K engagements. The campaign’s CPE blew past our benchmark at $0.05 compared to the pet vertical standard of $1.17.
To put a finer point on it, pet owners and enthusiasts are an incredibly engaged audience. Our team of six dog influencers and their fur parents created 12 pieces of content. Even in the competitive pet vertical, our Nylabone campaign overperformed, at 49.05% versus 21% engagement rate.
