At the end of ZIWI®’s campaign, the company reached an audience of 4.6 billion people, resulting in approximately 5.55 million estimated views on their total of 641 published articles.
Project Overview
ZIWI® is the global leader and innovator in air-dried pet nutrition, with a mission to provide joy and peace of mind to pets and their guardians. The company proudly crafts air-dried and canned recipes for dogs and cats, as well as treats and chews for dogs, all made and sourced in the company’s native home of New Zealand.
Client Goals
As a New Zealand-based company, ZIWI® wanted to expand its reach to US publications. Additionally, with the US pet food industry heavily saturated, featuring numerous products that offer the same or similar benefits for pets and their owners, ZIWI® wanted to highlight what sets it apart as a key competitor in the market.
Although ZIWI®’s approach to pet nutrition is a market disruptor due to its emphasis on wellness and sustainability, we knew we had to help the company establish itself as a global leader in the highly competitive US pet food industry. Achieving this required significant media coverage highlighting the company’s commitment to sustainable practices throughout its supply chain, as well as thought leadership pieces on pet wellness.
The Strategy
Obtaining heightened notoriety from outlets with a large US readership was necessary for ZIWI® to increase awareness of its brand and drive more sales. To accomplish this, our team worked alongside ZIWI® to generate visibility on their media coverage through:
- Utilizing press releases highlighting new products.
- Pitching both mid- and top-tier media to cast a wide net for the best opportunities.
- More specific topics were pitched to niche media publications.
- Advice from leading veterinarians helped us build on the thought leadership angle of ZIWI®’s staff.
- Listicles were found to be the most successful way to get the company’s products into top-tier placements.
- Executing a comprehensive SEO strategy to obtain higher click-through rates and overall visibility.
Success
Our comprehensive media campaign for ZIWI® achieved its goal of expanding into the US media and establishing ZIWI® as a global leader in the highly competitive pet food industry in the US by showcasing what sets it apart as a key competitor in the market. Our team successfully helped the company receive media coverage that far exceeded its initial expectations by highlighting its commitment to sustainable practices through thought leadership pieces on pet wellness and listicles mentioning its sustainability initiatives. For instance, pitching ZIWI®’s Amazon Prime Day sale resulted in company placements in TIME, DogTime, and Dogster.
ZIWI®’s campaign also led to notable media coverage secured in top-tier outlets with substantial US readerships, including Yahoo! Lifestyle, Best Life, Forbes, US News, and Newsweek. Our team also secured coverage for ZIWI® in more niche outlets, including Homes and Gardens, Four-Legged Life Show, Pet Business, PetsRadar, and A-Z Animals.
