Branded content in Australia is still in its infancy. The number of free-to-air commercial TV stations has grown from 4 to 12 in the past 24 months and with it has come more opportunities for branded content. However, advertisers are still reluctant to invest in content before being guaranteed a good timeslot, and the networks will not guarantee timeslots without approving content – a classic catch22.Whilst there are few major restrictions preventing successful branded content it needs a brave marketer, a good relationship with networks and a great idea to bring a TV show like Your Very First Puppy to life on a major network.

Imagine our client’s surprise when we recommended selling Optimum dog food to people without dogs.For Optimum, new puppy owners represent an extremely valuable consumer segment; 40% of dog owners stay with the brand they first bought for their puppy. However, all pet food brands know this.To grow the brand by 10% in a flat market, we recommended outflanking competitors by focusing on a highly emotional moment before the first purchase; the family conversation around choosing a puppy.Our research uncovered that many families didn't know enough about puppies to make an informed decision. They typically choose the cutest puppy without understanding the best breed to match their lifestyle. Sadly, this often results in the dog being abandoned and a family that never gets a pet again.Our strategy was to give future puppy owners the tools, information and confidence they need to make a smart decision when choosing a puppy.To give an insight into the world of puppy owners we developed a content strategy, the centrepiece being our own TV show providing Australians everything they need to know about ‘Your Very First Puppy’.We commissioned a 1-hour show, starring Australia's most loved vet, Dr Chris Brown (of Bondi Vet fame).

Dr Chris followed the first 6-months in the lives of 3 puppies, from the puppy selection process to the long checklist of puppy needs from beds to vaccinations to puppy training.Optimum was seamlessly incorporated into the story, from feeding time to puppy care.

Branded information boards at the bottom of the screen gave viewers further information; demonstrating optimum’s expertise in puppy care.

Viewers were driven online for additional information, including our interactive ‘dog selector’, and a competition to win ‘a house call from Dr Chris’ which he then integrated into his hit show, Bondi Vet.

Our 1-hour branded content show, Your Very First Puppy, was broadcast on Network TEN, Australia’s no.1 TV network for 18-49 year olds, in the primetime family timeslot of Friday 7.30pm.To maintain momentum and our link with the host Dr Chris Brown we integrated the Optimum brand into his hit show Bondi Vet, 1 of the highest rating shows on Network TEN, for a further 8-weeks.Both shows linked to our online content where potential puppy owners could find more information, use our interactive dog selector and win a house call from Dr Chris.

Our content approach was an outstanding success for Optimum. The show aired on Network Ten reaching over 1,040,000 puppy lovers.Optimum’s ‘Net Promoter Score’ (an indicator of future sales growth) jumped massively from -7 from +13.With no major product or distribution changes, Optimum achieved outstanding sales and market share growth, with Optimum sales in the largest retail account growing 37% in the first half of 2011.However, most importantly, by educating future puppy owners, we ensured that thousands of families found exactly the right dog for them, and remained dog owners for life……all thanks to Optimum.