Raw Happiness – Rodgers Townsend

When dogs are happy, we’re happy.

All is right with the world when your pup is happy. That’s the insight that led us to create the Raw Happiness campaign for Dingo, the category leader in rawhide treats. Throughout the campaign, we celebrate the pure excitement and joy man’s best friend experiences, then we take it to the extreme.

Dingo Dog Treats

Digital Video / Social Media / One-to-One

MEET JUNO

Juno is a husky from Phoenix who had never seen snow. Naturally, we had to change that in a big way.

MEET BAILEY

Bailey loves tennis balls more than anything in the world. So, we gave her a day she’ll never forget.

CANVAS ADS

We created an interactive Facebook canvas ad featuring a peek behind-the-scenes, a tilt-to-pan video and a deeper dive into each story.

CANVAS ADS

We created an interactive Facebook canvas ad featuring a peek behind-the-scenes, a tilt-to-pan video and a deeper dive into each story.

INSTAGRAM

Making the most of our video content, we created gifs to tease both Bailey's and Juno’s stories.

Direct Mail

The dimensional DM piece included a product sample, a DINGO tennis ball and a description of the dog "Zena" who was the star of the tennis court.

FACEBOOK

To give Raw Happiness more depth, we created static posts that take dog happiness to the absurd.

We knew dogs loved Raw Happiness. But now people do, too.

With over 3 million Facebook likes and a 72.4% pre-roll completion rate, the statistics far exceeded our expectations. But it’s the comments that tell the story best.