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Real TikTok Footage of Hardworking Pets Sells A Hardworking New Collar
NEW YORK - AkGlobe -- Your dog isn't just lying in the hall. He's a professional doorman. Your cat isn't picky. She's a discerning food critic. And that pup fetching sticks? Branch manager, hard at work.
For the launch of the new PetArmor Extend flea and tick collar, independent New York agency TiNY created "Pets Work Hard", a campaign celebrating the important jobs that pets do. And instead of hiring pet actors, TiNY licensed real social posts directly from real people through licensing ad tech platform Catch+Release.
"Dog and cat owners can smell BS a mile away," said Mike Rovner, CCO and Partner at TiNY. "We turned to Found Content because there's so much incredible footage on Instagram and TikTok now. Why fake it when your audience is already doing it?"
The campaign positions the 8-month flea and tick collar, as "the hardest working collar your money can buy." It's a reframe that respects both the household budget and its hardest working member, competing directly with high-priced competitors on work ethic instead of price.
"Our consumers work hard for their money," said Jissan Cherian, PetIQ's Chief Marketing Officer. "As much as anyone, they appreciate that PetArmor has always made premium protection accessible for all pet parents. TiNY brought us a campaign that perfectly mirrors our audience and their work ethic."
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Kyle Lembke, PetArmor Sr. Director of Marketing, added: "In an always-on economy, people want products that pull their weight. PetArmor Extend's eight months of protection means fewer interruptions, fewer replacements, and one less thing to worry about for hard-working people and pets."
The ads work hard too: "Using Found Content, you're basically writing, shooting, and editing at the same time," said Tom Christmann, CMO and a creator at TiNY. Michael Stoopack, TiNY's President, finishes the thought: "Then rewriting, reshooting, and re-editing according to what exists, what lives up to the idea, and what you can actually license. It forced us to push our thinking and made a great idea even more engaging."
The result is a platform with legs. Security guard. Stuntman. VP of Fetch. Now every pet behavior becomes an opportunity to insert a hardworking job title, creating endless opportunities for ongoing content that pet owners will actually recognize from their own lives.
"Most pet campaigns are one-offs," said Camillo Pane, CEO of PetIQ. "TiNY created an infinitely extendable world for the PetArmor brand to live in. That's the kind of big thinking clients want and the sustainable approach today's marketers need."
The campaign debuts on streaming and digital platforms with four spots: "Pets Work Hard," "Dogs Work Hard," "Cats Work Hard," and "Dog Supervisor", a special tribute to homes that have cats and dogs living together. Meow.
More on AkGlobe News
Pets Work Hard :30
Dog Supervisor :30
Dogs Work Hard :15
Cats Work Hard :15
Campaign Credits
Agency: TiNY
Michael Stoopack - President
Mike Rovner - Chief Creative Officer
Tom Christmann - Chief Marketing Officer
Chris Martin - Creative Director
Jules Evenson - Creative Director
Marshall Montner - Art Director
Heather Long - Strategist
Production: Reform School
Evan Silver - Director
Ryan Ennis - Executive producer
Post-Prodcution: Northern Lights
Tina Mintus - Editor
Jody Peters - Executive Producer
Michael McKenna - Creative Director/VFX Artist
John McMinn - Assistant Editor
Chris Hengeveld - Colorist
Sarah Sullivan - Senior Producer
Audio: Superexploder
Jody Nazzaro - Audio Engineer
Meredith Nazzaro - Executive Producer
Color: Company 3
Jaime O'Bradovich - Senior Colorist
Client: PetIQ
Jissan Cherian - Chief Marketing Officer
Kyle Lembke - Sr. Director of Marketing
Sam Wilson - Sr. Brand Manager
Sam Omer - Asst. Brand Manager
Jay Valle - Design Director
Clinton Stonich - Sr. Creative Director
For the launch of the new PetArmor Extend flea and tick collar, independent New York agency TiNY created "Pets Work Hard", a campaign celebrating the important jobs that pets do. And instead of hiring pet actors, TiNY licensed real social posts directly from real people through licensing ad tech platform Catch+Release.
"Dog and cat owners can smell BS a mile away," said Mike Rovner, CCO and Partner at TiNY. "We turned to Found Content because there's so much incredible footage on Instagram and TikTok now. Why fake it when your audience is already doing it?"
The campaign positions the 8-month flea and tick collar, as "the hardest working collar your money can buy." It's a reframe that respects both the household budget and its hardest working member, competing directly with high-priced competitors on work ethic instead of price.
"Our consumers work hard for their money," said Jissan Cherian, PetIQ's Chief Marketing Officer. "As much as anyone, they appreciate that PetArmor has always made premium protection accessible for all pet parents. TiNY brought us a campaign that perfectly mirrors our audience and their work ethic."
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Kyle Lembke, PetArmor Sr. Director of Marketing, added: "In an always-on economy, people want products that pull their weight. PetArmor Extend's eight months of protection means fewer interruptions, fewer replacements, and one less thing to worry about for hard-working people and pets."
The ads work hard too: "Using Found Content, you're basically writing, shooting, and editing at the same time," said Tom Christmann, CMO and a creator at TiNY. Michael Stoopack, TiNY's President, finishes the thought: "Then rewriting, reshooting, and re-editing according to what exists, what lives up to the idea, and what you can actually license. It forced us to push our thinking and made a great idea even more engaging."
The result is a platform with legs. Security guard. Stuntman. VP of Fetch. Now every pet behavior becomes an opportunity to insert a hardworking job title, creating endless opportunities for ongoing content that pet owners will actually recognize from their own lives.
"Most pet campaigns are one-offs," said Camillo Pane, CEO of PetIQ. "TiNY created an infinitely extendable world for the PetArmor brand to live in. That's the kind of big thinking clients want and the sustainable approach today's marketers need."
The campaign debuts on streaming and digital platforms with four spots: "Pets Work Hard," "Dogs Work Hard," "Cats Work Hard," and "Dog Supervisor", a special tribute to homes that have cats and dogs living together. Meow.
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Pets Work Hard :30
Dog Supervisor :30
Dogs Work Hard :15
Cats Work Hard :15
Campaign Credits
Agency: TiNY
Michael Stoopack - President
Mike Rovner - Chief Creative Officer
Tom Christmann - Chief Marketing Officer
Chris Martin - Creative Director
Jules Evenson - Creative Director
Marshall Montner - Art Director
Heather Long - Strategist
Production: Reform School
Evan Silver - Director
Ryan Ennis - Executive producer
Post-Prodcution: Northern Lights
Tina Mintus - Editor
Jody Peters - Executive Producer
Michael McKenna - Creative Director/VFX Artist
John McMinn - Assistant Editor
Chris Hengeveld - Colorist
Sarah Sullivan - Senior Producer
Audio: Superexploder
Jody Nazzaro - Audio Engineer
Meredith Nazzaro - Executive Producer
Color: Company 3
Jaime O'Bradovich - Senior Colorist
Client: PetIQ
Jissan Cherian - Chief Marketing Officer
Kyle Lembke - Sr. Director of Marketing
Sam Wilson - Sr. Brand Manager
Sam Omer - Asst. Brand Manager
Jay Valle - Design Director
Clinton Stonich - Sr. Creative Director
Source: TiNY & PetIQ
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