Bounce is a dryer sheet brand known for keeping clothes soft and static free, but few people realize its static-reducing properties make it easier for pet owners to deal with pet hair on their clothes. That’s why Bounce created Bounce Pet dryer sheets promising it “repels pet hair”. However, this claim felt too-good-to-be-true and the product failed to breakthrough. So, with a strategic pivot from how Bounce Pet repels pet hair to how it makes it easier to brush off, the stage was set.

Our campaign objective was to relaunch the product to pet owners successfully and demonstrate how easy it is to brush pet hair off their clothes with Bounce Pet. While real-world trial is traditionally the most convincing way to prove a product works, how can we demonstrate it on a shoestring budget in a way that is compelling to pet parents on a basic digital media buy?

The insight:

Every pet parent knows the never-ending battle with pet hair. It sticks to everything, everywhere, all the time. And when it does, they just can’t help but try and brush it off. Instead of leaning into the solution, we leaned into demonstrating the problem using only a strand of hair.

The creative idea:

Just like pet hair gets everywhere on your clothes, we got pet hair everywhere on the internet.

With a few well-placed pet hairs, we made an otherwise forgettable digital media buy into something people couldn’t ignore, turning every digital asset into interactive media and proving how easy it is to brush it off with Bounce.

Bounce created Bounce Pet dryer sheets promising to “repel pet hair”. However, this claim felt too-good-to-be-true and the product failed to break through. So, with a strategic pivot from how Bounce repels pet hair to how it makes it easier to brush off, the stage was set.

For our target, it isn’t unusual for pet hair to end up everywhere in their home, on their clothes, and on their screens. Living with pet hair is actually a part of life for most Americans, with 66% of US households, and 76% of US Millennials, owning pets.

With a basic digital media buy and a shoestring budget, we needed a creative idea that would be compelling to pet parents everywhere. We needed to speak their language, which was pet hair everywhere.

Using just an image of hair, we made it feel like your pet’s hair was actually on the screen in front of you. Frustrating, we know. And that was the point. Our creative remained static just long enough for people to notice and feel compelled to reach out and brush it off. We then reveal our super, “Pet Hair? Don’t Care,” followed by our “Brush it off” messaging. No complicated mechanisms. No AI. Just a few strands of pet hair.

We got pet hair everywhere on the Internet, plastering it on everything. It appeared while they watched videos online, in display ads, in their social feeds, and for anyone visiting Bounce's website. With only a basic digital media buy, we connected with pet parents’ struggle with pet hair getting everywhere.

We created a digital-first campaign on a shoestring budget that captured pet parents’ attention and demonstrated Bounce Pet’s benefit in a compelling and effortless way, making it our most talked about social campaign ever. After just one week in market, social advertising delivered 152% of planned impressions, generating a 350% increase in the number of comments per dollar spent compared to the next best performing social ad in Bounce’s history.