OVERVIEW
Pet Hair Don't Care
A social media campaign that celebrates the unconditional love between a human and their furry friend. It’s for the people whose photo library is 75% photos of their pet; the ones who forfeit bed space for the comfort of their dog; or the ones who begrudgingly give in to the cat sleeping on top of their head.
The Challenge
Premium laundry brand Speed Queen partnered with EPIC to reach a new audience — pet owners — to raise awareness of their innovative new TR7 washer and DR7 dryer with Pet Plus™ technology.
To kick off this initiative, Speed Queen partnered with Best Friends Animal Society, a no-kill animal welfare organization. As Best Friends’ official laundry partner, Speed Queen is uniquely positioned to tell compelling stories of how their commercial-grade laundry equipment with Pet Plus™ technology can help animal caregivers remove hair and odors, so they can spend time doing what matters most—caring for their furry friends.
The Solution
With an in-depth understanding of the Speed Queen DR7, the only dryer model on the market with pet-specific cycle options designed specifically for pet hair removal and drying of pet items, and Speed Queen’s marketing goals, EPIC developed a strategic social media marketing plan and creative campaign: #PetHairDontCare.
Brand System
We brought #PetHairDontCare to life through a comprehensive brand system—all based on the Speed Queen and Alliance Laundry Systems brand guidelines, but with a fun twist. Campaign colors, fonts, image style, textures, and creative elements were established as a guideline for all campaign creative, ensuring each asset was high-energy, bold, caring, and playful—just like our furry companions.
Social MEdia Contest
With an established on-page social strategy in place, a paid campaign contest was implemented to further extend our reach. To celebrate pet owners, we asked consumers to submit essays about their pet hair woes.
Targeted ads were served on both Facebook and Instagram, all driving to a campaign landing page with the contest entry form. To reach a qualified audience, the campaign targeted outreach pet audiences, a lookalike of engaged pet audiences, and retargeted those who visited the landing page but did not complete the entry form.
After reviewing over 7,000 entries, the most creative submission won our grand prize—a Speed Queen TR7 / DR7 set!
7.6K
Entries
712.6K
New Visitors
296.8K
Reach
20.1K
Outbound Clicks
EPIC has become an extension of our team—from strategy and ideation to social media management, they’ve stepped in and owned this campaign. Beyond that, they’re incredibly creative. We’re consistently proud to partner with EPIC.
– Susan Miller, Marketing Business Partner—Residential, North American Alliance Laundry Systems LLC