Ethically Raised is a raw dog food brand in the UK. Their food is highly nutritious and all sourced from regenerative farms. Cool, right?
Their founder, Dave Kemp, started collecting feedback on new products through his doggy daycare business and at events. With fantastic feedback gathered, he decided to set up an online shop.
Those who already knew and loved the brand signed up for subscriptions. A few other sales came through from their Instagram following, but it was hard for them to gain new customers who had yet to come across the brand elsewhere.
The problem was trust. They had great content but lacked reviews, customer content and images/videos that showed dogs loving their products.
This meant people were following them on Instagram and visiting the website but weren't buying.
But how do you get content featuring lots of dogs without spending a fortune on dog actors (yes, that's a thing), photographers and studios etc?
You work with your community!
Ethically Raised reached out to a group of creative existing and potential customers on Instagram. They offered them a complimentary selection of food and treats in exchange for reviews and content.
All of them were happy with the exchange, and their dogs loved the free food.
The result for Ethically Raised was a load of reviews on their website, tonnes of tagged content on Instagram and an increase in sales.
A win for everyone involved.
Instead of "we're not able to do this", ask "how can we do this?"
With anything like content, social or SEO - the key is leveraging what you have and can produce best.
If you've got an existing audience, try working with them to produce content, making it fun and valuable for them too.
In need of dog food? Go check them out 👉 ethicallyraised.co.uk
Keep being an outlier 💪
J + K