Fact & Fiction Takes National Silver American Advertising Award for "I and love and you" Pet Food Amazon Search Campaign
Fact & Fiction took home Silver honors for its "Breaking Through Amazon" work for pet food brand "I and love and you" in the American Advertising Awards presentation on June 7, 2019, in Hollywood, Fla.
BOULDER, Colo., June 27, 2019 /PRNewswire-PRWeb/ -- Fact & Fiction took home Silver honors for its "Breaking Through Amazon" work for pet food brand "I and love and you" in the American Advertising Awards presentation on June 7, 2019, in Hollywood, Fla. The award was for "Web Banner Ad or Website Takeover Campaign." Entries were judged by a multi-judge panel for their creativity, originality and strategy.
"I and love and you" was approached by Amazon to participate in a beta test to run video within the shopping feed. Everyone is familiar with the static feed; an endless list of white rectangles, with products on left and a stack of copy on the right. Fact & Fiction decided to break through the existing Amazon shopping experience with the most popular subjects on the internet: cats and dogs. The agency mimicked a standard shopping tile, then had dogs and cats enter frame to disrupt the elements of the tile and surprise consumers. The ads outpaced all other ads in the same test by nearly 10% and were hailed as a shining example of success by Amazon, opening up new opportunities for "I and love and you" with the platform.
"The Breaking Through Amazon work was a great example of collaboration and trust between a client and its agency," said Fact & Fiction Creative Director Rob Lewis. "When they told us about this potential media buy we got so excited that it was one of those 'aha' moments where the idea just presented itself. And it was an opportunity to do something that had never been done. With almost no time and no budget we managed to pull together a shoot and some animation to hit the due date. It turned out to be the highest performing work that's run in the placement."
"From the moment we saw the storyboards for these ads, we knew Fact & Fiction was onto something amazing. The objective of the Amazon video in beta was to drive engagement in search, so with that metric in mind, we designed an experience that would break through the feed. We know our pet-obsessed target market can't help but stop and watch cute dog and cat videos....so we wanted to give them a chance to truly enjoy what they were seeing in their search feed." Lindsey Rabaut, VP of Barketing at "I and love and you."
A few break out stats from the campaign include:
- Achieved category search term ROAS at 2.7x the brand norms with Video in Search ads
- Higher click-through rates than other category campaigns running Video in Search ads
- Out-performed other large, well-known brands with high awareness
"As a highly innovative brand, it's essential for "I and love and you" to connect with customers and break through the clutter. Video-in-Search was that very platform and "I and love and you" executed flawlessly," said Amazon Account Executive Michael Factor.
The campaign launched earlier this spring and will continue to run through the year.
Client: "I and love and you," Boulder, Colo.
Agency: Fact & Fiction, Boulder, Colo.
Production Co: Fact & Fiction
Post Production / VFX: Fact & Fiction
Media: Online/Interactive video
Agency
- Partner: Kyle Taylor
- Partner Luke Frydenger
- Creative Director: Rob Lewis
- Exec. Producer: Christian Silberbauer
Production
- Director: Shane Farnsworth
- DP: Jacob Glazier
- Producer / AD: Sonia Jacquez
- Motion Design: Nikki Pike
- Motion Design: Boston Heath
- Sound Design: Boston Heath
About the American Advertising Awards
The American Advertising Awards, formerly knowns as the Addys, is the advertising industry's largest and most representative competition for creative excellence. The three-tier national competition is conducted annually by the American Advertising Federation, advertising's largest industry association and the only one to represent the interests of all facets of advertising: advertisers, agencies, suppliers and media. The AAF is based in Washington, D.C. and has more than 40,000 members through 200 local advertising clubs. More information at AAF.org
About Fact & Fiction
We build brands people care about and make content worth paying attention to. Fact & Fiction is an insight-based creative content shop structured to move at the speed of modern, providing a more effective, relevant and nimble option for brands that don't want to sacrifice quality. Our team is built differently, combining strategy, creative and content creation in one seamless and highly collaborative team. Which allows us to deliver at the speed that digital, and your business, requires. For more information please see https://factandfiction.work/.
About "I and love and you"
Based in Boulder, Colo., "I and love and you" makes premium pet food and treats that contain everything pets need to be happy and healthy, and none of what they don't. All products are made with real meat and contain no grains, fillers, or anything artificial, and are approved by a holistic veterinarian for uncompromising quality. That's why both the Naked Essentials™ and Nude Food™ Kibbles hold the coveted 5-star rating from DogFoodAdvisor.com, Best in Class from Clean Label Project, and are among the top-rated natural pet food brands on the market. "I and love and you" symbolizes the deep bond of love between a pet and pet parent, and everything we do to help nourish that love. "I and love and you" puts love into everything they do, which is why they put it right in their name. "I and love and you" can be conveniently found at your local grocery store or online.
SOURCE Fact & Fiction
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