Pooch & Mutt Calm & Relaxed Dry Food (For reactive/anxious dogs)
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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 anxious and excitable dogs. Many of our customers report huge transformations in their dogs behaviour, with dogs becoming a lot calmer and less reactive or anxious.
We want to demonstrate a testimonial style video which follows the following sequence of event options:
- Creator struggling to find a solution for dog's anxiety and/or reactiveness, they scour the internet and come across Pooch & Mutt Calm & Relaxed. Amazed by reviews they give it a try for a month. The video starts and ends highlighting the transformation in dog's behaviour after a month of use.
- Replicate the editing style of the Soft & Shiny video showcasing the transformation in the dog's reactiveness as the hook of the video
APPLICATION TIP: Attach a photo of your dog & share their breed + any allergies in your application comment!
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Link: https://poochandmutt.co.uk/products/calm-relaxed-dry-food .
'Calm & Relaxed’ is a vet recommended, premium, grain-free, complete dry dog food for dogs that tend to be anxious or excitable. The food is packed with active ingredients, including 45% lean, L-tryptophan rich turkey which is vital in the creation of Serotonin, a brain signalling chemical that controls mood and sleep. It is high in 'anti-stress' B-vitamins from sweet potato which also act as a digestion-aiding fibre, chamomile, well known for its calming benefits, as well as brewer’s yeast and probiotics and prebiotics to help improve digestion and aid gut health which can be a cause of stress.
This is a relatively loose brief, please make it authentic to your style of editing. The key is to effectively showcase a contrast in dog's behaviour before and after.
Hook: Full frame/split screan of transformation in dogs reactiveness/anxiety
Choose any of the following hooks (feel free to adapts slightly!)
• Preferred: 'Keep watching to learn how my reactive dog went from this [show reactiveness] to this [calm footage]
• 'Is your anxious/reactive dog
• 'Stop scrolling if you have an anxious/reactive dog'
Script/inspo:
• 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 dog's behaviour
[Clip to focus on hundreds of positive reviews about transformations (make sure only 5* are filtered to view and scroll through behaviour related reviews)]
• 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 dog's behaviour 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% turkey; an L-tryptophan-rich lean protein source which is vital in the creation of Serotonin, a brain signalling chemical that controls mood and sleep
• Sweet potato contains high levels of ‘anti-stress’ B-vitamins that act as natural mood boosters
• L-tryptophan a natural amino acid which helps to make Serotonin (the happy hormone)
• Chamomile a traditional relaxation aid
• Brewers yeast - high in b-vitamins to help calm nerves and reduce stress
• Prebiotics & probiotics to aid digestive health which can be a cause of stress
CTA (example):
'So if you're having the same struggles as I did, you need to give this a try!
Video editing requirements:
• Key edit elements we are looking for: Comic elements, close up shots, ASMR shots, some shots of creator in screen to add personal element
• 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/Text to speech 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'.
• Share your storyboard with Rachel prior to filming
• Please ensure music used in videos are cleared for commercial use
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!
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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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