- What if we made people just stare at a dog for 15–30 seconds on TV? That’s exactly what we did. Along the way, we also created a few fun animated explainer versions.
- Delivered about 22.7 million unique viewers versus a 17.8 million target
- Reached an additional 6.6 million viewers through efficient frequency management
- Strong lifts in Branded Searches, Brand Lift, and Search Lift
- Lemonade became the fastest-growing pet insurance brand nationally, closing the gap with category leaders from 25 percent to 9 percent
I directed, co-produced, and edited this campaign on a tight two-and-a-half-week schedule, which was a wild ride, especially working with dog actors. But it paid off.
tl;dr: This campaign did really well. If you care about the numbers/marketing lingo, here’s ya go:
Campaign Performance
CREDITS
Producer
Sabrina Alvarez
Director / Producer
Benjamin Mueller
Production Assistants
Jaiden Blanks
Abbie Pitre
Trey Gregg
Art Director
Adar Debby
Lead Copywriter
Michael Hassick
Director of Photography
Justin Derry
1st Assistant Camera
Danny Flanagan
- Gaffer
Eric Sorenson
Best Electric
Alexander Fischetti
Key Grip
Tim Caruso
Best Grip
Sam Romero
Production Designer
Maisie Sattler
Art Assistant
Will Coady
Production Sound Mixer
Bill Vella
Dog Talent (Wilbur)
Wilbur
Dog Talent (Eloise)
Eloise
Dog Owner (Eloise)
Allie
Casting Agency
All-Tame Animals
Casting Agent
Nancy Novograd
Animal Handler
Mary
Camera & Lighting
Hand Held Films
Social Media Work