Pawp Dental Month Campaign

This campaign combined email marketing and Instagram content to celebrate National Pet Dental Health Month while promoting our Pawp membership in a fun and engaging way. Throughout February, we offered new members a special incentive that included free treats or dental tools for their pets. Because our email lists were separated into cat parents and dog parents, we created two different offers that felt relevant to each audience. We also sent a dedicated email to existing members introducing the campaign on Instagram and inviting them to participate.

On Instagram, we kicked things off with the #BrushYourCanines challenge, along with a month-long calendar of daily dental prompts that followers could save and follow. From there, we posted daily Stories for all 28 days to guide participants through each challenge and keep engagement high.

This approach helped us increase activity on Instagram, bring our community together around a shared goal, and highlight the importance of pet dental health in a way that felt approachable, helpful, and fun.