01.

Pawp was testing out new markets and they had recently started expanding their offering by selling flea & tick medication to their members directly. Our first campaign was to figure out how to effectively promote and remind our members about this new feature to our service. We wanted it to feel authentic to our brand and show up differently than how the manufacturers or clinics did.

02.

The category's default script was fear. Scare people into buying prevention, then let the threat do the selling. Pawp's whole premise was different: accessible and warm, the kind of vet you'd text at 2am. Fear-based creative would have worked against everything the brand stood for.

03.

The open question wasn't whether stakeholders would approve a delight-led campaign. It was whether it would actually work. Fear-based creative in this category leans on one simple threat: your pet could die without this. Testing a storytelling-led alternative against that baseline meant finding out whether warmth could sell prevention just as well, for an audience that already trusted their vet. I developed "Life Outside, Bug-Free," reframing flea and tick care as an act of love instead of an obligation. Influencer mailers arrived as branded picnic boxes, a campaign you could physically unbox. Every element anchored in joyful outdoor moments between pets and their people, with product features woven into the story rather than announced to the reader.