GERMAN - Health & Digestion Dry Food (Messy Poops)
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
This is a product that helps with general health of dogs but also focusing on a sensitive stomach and promoting a healthy gut. Many of our customers report huge transformations in their dogs health, in particular healthier and firmer stools. We want to demonstrate a testimonial style video which follows the following sequence of events: Creator struggling to find a fix for dog's dodgy tum, they scour the internet and come across Pooch & Mutt Health and Digestion. Amazed by reviews they give it a try for a month. The video ends highlighting the transformation in gut health and stools after a month of use.
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Link: https://www.poochandmutt.co.uk/products/health-digestion-dry-food. ‘Health & Digestion’ is a vet recommended, premium, grain-free, complete dry dog food for dogs that have poor or sensitive digestive systems. The food is packed with active ingredients, including 45% salmon as fish tends to be easier for dogs to digest than meat, sweet potato as a digestion-aiding fibre to ensure good gut motility, parsley as a natural deodoriser and prebiotics to support your dog’s sensitive digestion and psyllium which promotes firm stools.
NOTE: Please send us your storyboard in German for us to review before filming!
NOTE: The 'inspo video' has worked well in terms of the hook; but the editing and style can be much better! It is a lot simpler than what we are asking for this time, but hope it gives an idea and inspiration!
Hook: We want the start of the video to start with the creator highlighting the struggles of finding a solution for their dog's sensitive stomach and the stress involved with managing a dog with a sensitive stomach.
Choose any of the following hooks (feel free to adapts slightly!)
- 'Stop Scrolling if your dog always has a dodgy belly'
- 'Dog Owners listen up, Does your dogs dodgy tum stress you out and nothing seems to be working?'
- 'Calling all poop pickers - Have messy poops got you dreading every walk? After months of searching for a solution we finally found something that actually works!'
Script:
- Voiceover talking about the endless searches and trying products that don't work. [Show clips researching online and eventually finding Pooch & Mutt. Possibly a close up on a google search making sure no competitors are in view.]
- Voiceover being amazed by all the positive reviews on Pooch & Mutt and calling out a few to reinforce the transformation in firmer stools and improved gut health (direct to camera)
- Voiceover impressed by next day delivery [Scene receiving the package with owner and dog really excited]
- Voiceover to mention the dog loves the food and has no problem finishing and has been on the diet for a month [Scene showing dog eating the food maybe some asmr elements].
- Voiceover highlighting product benefits, choose from the list below. [Creator in shot talking about the product benefits with a lot of enthusiasm with the packaging in screen]
- Voiceover highlighting how amazed the creator is by the transformation in the stools and sensitive stomach and recommending the product to the viewer
Key product benefits to choose from (you can choose 4-5):
- Grain-free and vet-recommended for optimal dog health.
- 100% natural ingredients
- 45% salmon for easier digestion
- Sweet potato for good gut motility
- Parsley - a natural deodoriser
- Prebiotics to support sensitive digestion
- Psyllium to promote firm stools
- Yucca to help reduce stool odour
- Prebiotics & probiotics to aid digestive health
CTA:
'So if you're having the same struggles as I did, you need to give this a try!
Please check you have covered off the key edit elements we are looking for. Let us know of any allergies the dog may have. Please ensure we are told what breed of dog the creator has and we need to ensure that none of the dogs have a bark collar, docked tail or docked ears. E-mail dog photo to rachel@usetwirl.com if you haven't already!
Links:
- https://www.tiktok.com/@ariaawolf/video/7132861921480625454?isfromwebapp=1&senderdevice=pc&webid=7207426543500215809
- https://www.tiktok.com/@greatbritishdogwalks/video/7234207219271666971?isfromwebapp=1&senderdevice=pc&webid=7207426543500215809
Key edit elements we are looking for: Comic elements, close up shots, ASMR shots.
Showcase a happy excited dog with a lot of movement and energy where possible.
Ensure each frame lasts not more than 3s (where possible) to ensure the video is engaging throughout.
Voiceover to be very enthusiastic.
Please film in natural light and in high-res and no blurry footage.
Add engaging captions to your video and remember to submit the version without!
Keep it lively and energetic - we want to encourage the audience!
Please don't sound like you're reading off a script.
When writing the brand name in captions use 'Pooch & Mutt'.
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We know that a healthy mind is just as important as a healthy body. But should that thinking be limited to humans?
We've created an enhanced series of natural meals, treats and supplements that does good and tastes good, to give your pet the optimal ingredients needed to boost their mood and behaviour, paw in paw with their physical health.
Guidelines: Always use Pooch & Mutt, not Pooch and Mutt. Make sure no competitors are visible in content (any other dog food, treats or supplements brands).
In the past our customers love fun, creative and engaging content. We want our reviews to tell a real story, and to be trustworthy as we believe our brand really does delivers incredible results and dogs love it!
Target Demographic
Dog owners who believe that they should give as much care and attention to their pets health as their own. Our strategic target customer is defined by their mindset and attitudes rather than life stage or demographics, but characteristics to note are:
More likely to be female
Likely to be financially assured
More likely to be urban rather than rural
Mix of ages but tendency to be +25 and upwards
Mix of with or without family
Butternut Box, Tails.com, Lily's Kitchen, Pure Pet Food, Forthglade Complete
UGC to be fun and humerous. We are a young fun brand with a lot of knowledge to share. We love playing with our bright brand colours and being playful with our content.
Butternut Box, Tails.com, Lily's Kitchen, Pure Pet Food, Forthglade Complete
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