At Inflexion, we’re big proponents of DOC—digitally optimized creative, that is. In fact, it’s what we specialize in. We look at creative content through a digital lens and think about how to best create, repurpose and distribute it through digital channels and devices.
Since we like to recognize greatness where ever we see it, today we’re writing about a company that we think really nailed digitally optimized creative—Freshpet. If you’re one of the more than three million people who have seen their “Apparently Kid” video, you know what we’re talking about.
We’ve been impressed with Freshpet all around. They’re on-trend with folks being more health conscience and they’re extending that to pets. We think they have a fantastic future ahead helping pets be healthier and happier.
Freshpet, based in in NJ, is our neighbor and we were fortunate enough to sit down with Katie Tyson, marketing manager. She told us how the whole project came about.
Noah Ritter, the 5-year-old “Apparently Kid”, had already won the hearts of the entire team. When they found out he is a pet lover, they jumped at the chance to meet him. What resulted was Noah’s first-ever commercial…and a whole lot of views. It was also a first for the company. Despite their past successes with TV advertising, they opted to try a digital video ad.
“Their use of digitally optimized creative is a perfect example of what could have never happened with TV,” said Scott Delea, managing partner, Inflexion Interactive.
According to MediaPost, Freshpet’s average daily site traffic increased by 416% after the video launched. About 86% of website visitors driven by the video were new to freshpet.com. Plus, more than half of U.S. viewers landed right in their target age demographic of age 25 and older. The video has more than 3 million views 35,000 social media shares and more than 11,000 YouTube likes.
Scott added, “Digital content and advertising can allow brands to loosen up, be authentic, be funny—be human. That’s exactly what consumers have come to expect of brands in the digital space. Freshpet understood how to leverage digital while still getting their message out in a clear, fun way. And, they’ve certainly reaped the rewards.”
If viewers hadn’t heard of Freshpet before, they have now. And for those who still may not know about them, stay tuned. Freshpet has some big things in their future, starting with an IPO in the near future. We can’t wait to see what they’ve got in store, including more great digital marketing.
