The goal with Camp Bow Wow was a simple one: increase the number of clients for the dog day care business. With in-depth qualitative research, Ervin & Smith was able to determine that the best clients were those who regarded their pets as part of the family and treated them almost like children. From this insight sprang an award-winning creative concept that SheHive executed in a highly successful direct mail and e-mail marketing campaign.
Clients increased. The results of the e-mail campaign were particularly noteworthy, boasting a 31.7% open rate (15% is considered successful), a 6.6% click-through rate (1-2% is considered successful), and a 5% registration rate.