While a dog’s overreaction to noises can seem funny, cute, or harmless, these pups have a serious medical condition called noise aversion. Our first objective of this campaign was to educate dog owners about the seriousness and signs of noise aversion.

Most dog owners don’t know that everyday noises inside and outside of the home, like the running of a vacuum or lawn mower, can have the same effect as hearing thunder or fireworks. The second objective of this campaign was to educate owners about the common sounds that can cause fear in their dogs.

Dog owners also aren’t aware that Sileo® can help lessen their pet’s fear, and many vets don’t know about the brand as a sound solution to noise aversion. The third objective of this campaign was to educate dog owners about the brand and drive them to their vets for a diagnosis and prescription.

While a dog’s overreaction to noises can seem funny, cute, or harmless, these pups have a serious medical condition called noise aversion. Dog owners needed to understand that it’s not just loud noises like fireworks or thunder that could frighten their dogs, but also common items around the home that can strike the same amount of fear and anxiety. Dog owners and vets alike also needed to learn about Sileo® as a sound solution to noise aversion. To help owners and vets understand the level of fear dogs can experience with noises and to create the urgency to treat noise aversion, we created the “noise monsters”—illustrated depictions of items around the home becoming frightening monsters mixed. The campaign also used photography to show how fearful dogs can become when they encounter one of these frightening creatures.

Data gathering: Data collected for to analyze social ad performance included reach, impressions, click-through rate, landing page views, and quiz competitions. Emails gathered data through downloads, open rates, click-through rates, and unique website clicks.

Target audience: Dog owners were our target audience for social ads. Vets were targeted with emails.

Approach: Social ads showed scenarios with “noise monsters” to help owners empathize with their dogs.

We sent emails leading up to July 4th to veterinarians to help educate their customers on noise aversion treatment with Sileo®. The emails educated dog owners on the signs, symptoms and triggers of noise aversion.

CTA: The CTA for the social ads was to take the quiz. The CTA for the vet emails was to download resources.

The social campaign came to life through key tactics targeted to dog owners and vets. Short social video ads were targeted to dog owners placed on Instagram and Facebook to help build awareness about the upcoming events that could cause fear and anxiety and to also educate dog owners about sounds around the home that can trigger fear and anxiety.

The social ads linked to a super-cool interactive quiz on a revamped website to help owners assess their dogs. Dogs were given names that corresponded to their scores: Brave Buddy (not scared), Spooked Pooch (somewhat scared), and Petrified Pup (terrified). Dog owners were then able to share the results with their vet and were driven to ask about Sileo® as a way to help calm their dogs when hearing noises that scare them.

The “noise monster” social campaign launched in July 2020 and ran through December 2020.

Results for the campaign included:

- 1,352,536 social ad reach with a 2.91% click-through rate

- A 175% increase in click-thru rate over the 2019 social ad campaign

- 22,621 quiz completions and counting

- Significant growth in prescriptions for Sileo®, reaching its 2020 sales goal 3 months ahead of schedule