Strategic Copywriting and Email Funnels: Wild Earth
Leena Chitnis
Wild Earth is a pioneering brand in the pet food industry, offering clean, plant-based protein options aimed at reducing the environmental impact of traditional dog food. With a mission to create nutritious, sustainable food for pets, Wild Earth targets pet owners looking for healthier alternatives that align with their eco-friendly values. A startup backed by Mark Cuban, aims to disrupt the toxic dog food market by offering a line of dog foods made from clean, sustainable protein sources.
Target Audience
The primary audience includes environmentally conscious pet owners aged 25-40 who prioritize their dogs’ health and sustainability. Secondary audiences involve veterinarians and pet advocates who support ethical pet food options.
Strategy Development
1. Brand Positioning:
We positioned Wild Earth as the go-to choice for health-conscious pet owners seeking sustainable, nutritious food options. The messaging highlighted the environmental benefits of plant-based protein and the brand’s commitment to animal welfare.
2. Key Messages:
Health and Nutrition: "Fuel Your Dog’s Adventure with Plant-Powered Nutrition."
Eco-Friendly: "Good for Dogs, Better for the Earth."
Transparency: "Know What’s in Your Dog’s Bowl—Nothing Artificial."
3. Content Pillars:
Education: Informing pet owners about the benefits of plant-based diets for dogs.
Sustainability: Showcasing the environmental impact of choosing plant-based protein.
Community Engagement: Creating a community around shared values and experiences.
Execution
1. Website Copy:
Crafted compelling website content that shared Wild Earth’s mission, detailed product benefits, and included a blog focused on pet health and sustainability.
2. Email Marketing and Sales Funnel:
Welcome Series (Emails 1-3):
Email 1: Welcome email thanking subscribers for joining and introducing Wild Earth’s mission.
Email 2: Share key insights from the eBook, emphasizing the benefits of plant-based diets, accompanied by testimonials from satisfied customers.
Email 3: Offer a limited-time discount on first purchases to encourage immediate sales.
Educational Series (Emails 4-6):
Email 4: "Why Choose Plant-Based?" detailing the health benefits for dogs and the positive environmental impact.
Email 5: Nutritional breakdown of Wild Earth products, with links to customer reviews and success stories.
Email 6: Invite to an exclusive webinar on "The Future of Pet Nutrition," fostering community and further positioning Wild Earth as a thought leader.
Conversion Series (Emails 7-9):
Email 7: Reminder of the limited-time discount, emphasizing urgency and social proof.
Email 8: FAQs about transitioning to plant-based food, addressing common concerns and objections.
Email 9: Last chance for the discount, featuring a customer spotlight and a compelling call to action.
Conclusion:
This case study illustrates the impactful role of strategic communications and a well-crafted email sales funnel in elevating Wild Earth’s brand within the competitive pet food landscape, fostering growth and establishing a strong connection with its target audience.
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Posted Dec 3, 2023
Effectively communicating the brand’s commitment to sustainability, health, and transparency, while resonating with environmentally conscious pet owners.
