The brand already had strong emotional equity with dog owners, but like most FMCG brands, the gap sat between affection and purchase frequency. Promotions alone would not solve this. The campaign needed to do three things at once:
Increase brand visibility
Drive real product purchases
Create a repeatable engagement mechanic that could scale beyond a single burst
The risk was obvious.
If the competition felt clunky or effort heavy, participation would drop. If it felt disconnected from the product range, sales impact would be diluted.
Dog owners love to express their dog’s personality more than they love winning prizes.
That behaviour became the lever.
Instead of centring the campaign around discounts or rewards, we built it around identity and expression. Treats were not positioned as products. They became tools that unlock different sides of a dog’s character.
This reframing allowed us to connect emotional content directly to transactional behaviour.
We amplified the S’WAG Mode platform by introducing the Wag-O-Meter as a recurring visual and behavioural device.
Each Beeno product range was mapped to a distinct level of S’WAG, turning the portfolio into a playful system rather than a shelf of SKUs. Classic, Plus and Delight were no longer just variants, they represented different expressions of Digittude.
The result was simple and sticky.
Buy treats. Unlock S’WAG. Show it off.
The campaign was built to minimise friction and maximise participation.
The entry mechanic was intentionally stripped back:
To sustain momentum, we layered in weekly content prompts designed to trigger user generated content. Dog owners were encouraged to post photos and videos of their dogs in full S’WAG Mode, turning customers into contributors and media into a multiplier.
Creative assets were designed to be bold, modular and highly recognisable across paid, owned and earned channels, ensuring the Wag-O-Meter became a familiar campaign anchor rather than a once-off gimmick.
The campaign converted brand affinity into measurable commercial outcomes.
2.37 million people reached across Meta and TikTok
6.65 million impressions generated
9.32 percent TikTok click-through rate, significantly above category benchmarks
10,382 landing page views driven
2,307 WhatsApp conversations initiated
292 verified competition entries
12.7 percent conversion rate through the competition funnel
More importantly, the campaign proved that participation increased when identity, simplicity and reward were aligned. Beeno did not just run a competition. They built a system that encouraged repeatable engagement tied directly to purchase behaviour.
This work is not about pets or promotions.
It is about designing behaviour.
We specialise in building campaigns where creativity is accountable to action, not just attention. When brands need to move people from liking to doing, we engineer the mechanics that make that shift feel natural, not forced.
If your challenge is turning engagement into revenue, this is how we think.
