How #TeamStoryscope helped in introducing Doggo to a wider audience through the power of PR
Finding pet products with excellent quality at a reasonable price is a struggle every pet owner faces. In response to dog owners’ experiences, homegrown brand Doggo created a selection of products that brings fun and ease into being a pup parent.
With a full range of quality products from dog treats to accessories and grooming essentials all curated and sourced from abroad, Doggo offers elevated care for every pet owner’s convenience. It’s the tender loving care every paw-rent wants for their pets.
Our collaboration with Doggo started with their desire to strengthen brand awareness and be one of the top dog care brands in the Philippines. With #TeamStoryscope’s expertise, we developed a communications campaign with focus on advertorials and press releases for B2B and B2C audiences to expand Doggo’s brand reach.
From pet lover to pet care brand owner
As an agency that helps brands through storytelling, we want to be their paw-fect partner in communicating to their audience. Hence, we took the opportunity to put the spotlight on the brand’s story and the man behind it all – Doggo’s CEO Kurt Cheng.
Cheng founded Doggo and made it available online in 2019, a time when dog care essentials were still mainly purchased in physical stores. A pet lover since his childhood days, Cheng and his team created products that directly respond to paw-rents' woes.
Being a digital-based store came as an advantage for the company when the pandemic hit, as the lockdowns caused pet owners to shop for groom and care essentials for their fur babies online. This bolstered Doggo’s growth, even landing it in the top 5 pet care brands on shopping platforms Shopee and Lazada.
Sharing the brand story with the paw-er of PR
Apart from featuring Cheng and his journey as a pet owner himself, we also developed a communications plan for Doggo to help share their brand to more fur-rents in search of quality dog care products. Harnessing the power of public relations and solid storytelling, #TeamStoryscope helped propel Doggo from an online business into a formidable homegrown brand that now has its own pop-up store in one of the metro’s busiest cities.
We started the campaign with a press release that was seeded and published in major online and traditional publications. This helped spark interest among potential customers as they got a glimpse of what Doggo is all about — from the products they offer and the relatable story of how CEO Cheng started this venture.
We also did a story on the brand’s mission of making the world a better place for all pets and animals. We wrote about their initiative with Pawssion Project, a Philippine-based non-profit organization, committed to rescuing, rehabilitating, and rehoming stray animals.
One of our most recent PR efforts is for the opening of their first ever pop-up store in Bonifacio High Street. To celebrate the launch of the Doggo House, we sent out a press release that talked about how Doggo managed to grow exponentially and become one of the leading dog care brands in the Philippines, just three years after its establishment.
As seen in our collaboration with Doggo, storytelling is indeed one of the most effective and engaging ways to grow your brand and engage with your audience. Having a lot of stories to share is great for creating a deeper connection with the audience, especially if it adds value to their lives, but putting it all out at once can be overwhelming. The key strategy is to release the stories in a timely manner to give the audience enough time to process and comprehend each story. We advised Doggo on which story to release first, based on relevance and timeliness.
Do you need us to create and spread the story for your brand? Let’s talk at firstname.lastname@example.org!
What we did:
PR Campaign Development