Pawse Offers Pet Treats Through Ripple Street

CBD pet treat brand Pawse ran a sampling program with Ripple Street ahead of Halloween to gather consumer insights and user-generated content.“I really liked the Ripple Street team and thought this would be a very creative and unusual way to reach out to prospective customers and get some brand awareness,” Bradley Kerrick, Pawse co-founder, told the Path to Purchase Institute. “Overall, the team was very impressive from start to finish.”More than 3,000 members of Ripple Street’s peer-to-peer marketing platform applied for the program from Oct. 6-12 by posting a picture of their pet on Instagram and sharing their interest in trying Pawse. Ripple Street promoted the opportunity across Facebook, Instagram and X (formerly Twitter).Ripple Street selected 250 of the most engaged participants to receive trial size bags of Pawse’s Bark-Less Bites and a discount code for 31% off a brand purchase (valid through Nov. 30). Those consumers posted reviews of the products and shared images and videos of their pets enjoying the treats.“We’ve gained insightful market intelligence regarding our competition, customer demographics and prevalent product usage,” Kerrick said. “This encompasses understanding who our buyers are, what products they prefer and the primary purposes for which they use these products.”Pawse shared some of the more than 325 photos, 125 videos and 175 reviews generated by the campaign on its website and social media channels. The campaign led to a 321% increase in brand favorability, a 229% lift in purchase intent and a 267% increase in intent to recommend the product. Those results are especially important to Pawse given the marketing challenges it faces.“The CBD industry operates within a gray area, characterized by complex and often unclear regulations that vary significantly from state to state,” Kerrick said. “Navigating this landscape poses considerable challenges, particularly as marketing through conventional channels like social media and digital advertising platforms such as Google is restricted for ingestible CBD products.”Despite the positive results, Pawse doesn’t have plans to repeat the sampling.“We realize that this is something that's probably best when done consistently but it's not something that our budget can really allow us to do consistently at this juncture,” Kerrick said.

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