Campaign Proposal: Canidae

A Digital Marketing Campaign to Improve Canidae's Youtube Presence 

Kelsey LeCoure

As determined in a previous post regarding my two brand's YouTube channels, Canidae is strongly lacking in this area. They have been on YouTube for many years and only have 5 videos posted. They also do not show how many subscribers they have but based on the view count and other statistics, they most likely have a low subscriber count as well. 

The Idea

For Canidae's YouTube campaign, I am proposing that they hold a contest asking pet owners to submit short films of their pets - high quality, 2:00-3:00 minutes in length. Once they receive video submissions, they will then re-post the videos on their channel. At the beginning and end of each video, the company's logo and social media information (Facebook, Twitter, Instagram, Pinterest, Website, etc.) , as well as the name of the person who submitted the video will be shown.
Once the videos have been uploaded for 2 weeks, the video with the highest number of likes will be selected as the winner of one year's supply of Canidae dog or cat food.

Win 1 year's supply of Canidae food (your choice of recipe)!

This campaign will bring much attention to the channel as well as the Brand themselves. People who have never heard of Canidae will visit the website to find out more about their products. It will also encourage people to interact with their social media channels. The YouTube campaign will be shared on ALL social media pages daily. Each day the company can share a different video that has been submitted. Who doesn't love a cute dog or cat on their Facebook timeline?!

Link Metrics Matchup: Petcurean and Canidae Pet Foods

A look into the top influencers and fans of these two pet food brands!

Kelsey LeCoure


In the marketing world, word-of-mouth marketing is very important. People are much more likely to trust another consumer's opinion of a product than the company's advertisements. There is more trust and a better likelihood to buy a product when a good review comes from a consumer than anyone making money off of their review or the company themselves. One way to analyse link metrics data is using the Moz Toolbar. Here are some of the results I found with this tool based on the Petcurean and Canidae Pet food brands.

Fido Friendly - Top inbound link for Petcurean

The top inbound link to Petcurean's website is "Fido Friendly" - a magazine for dog lovers. On their homepage there is a large badge that reads: Petcurean blogger advocate. When you click on the badge, it brings you directly to the Petcurean website. This is fantastic word-of-mouth marketing for Petcurean!

The second inbound link for petcurean is a site called "My Best Friend's Barkery" - a pet store in North Carolina that sells a variety of dog food and treats. On the side of all of their pages is a link to the Petcurean website.

The third most popular inbound link for Petcurean is from "Hautedogs" on their Howl'oween parade page. There was a contest for one person to win one year's supply of dog food from Petcurean. Contest and giveaways are a great way, if used correctly, to gain traffic on your social media pages!

The Missing Manual - Top inbound link for Canidae

Now, moving on to Canidae. The top inbound link for Canidae is from "The Missing Manual". This site includes a list of many different natural and organic companies that provide products for everything from your home, to your office, to makeup, and pet food. There is an abundance of information for anyone interested in living green!

The second inbound link for Canidae is from "Arden Moore Knows Pets". This site is an online magazine that includes a wide variety of useful information for pet owners.

The last inbound link for Canidae is from "Self Serve Pet Spa's Blog". The self serve pet spa is a company that offers pet owners a place to wash their pets themselves (instead of having a certified groomer do the work for them. They run a blog that contains information for pet owners regarding health, safety, food, and more!

Facebook Faceoff: Petcurean vs. Canidae Pet Foods

Comparing Petcurean and Canidae’s Facebook pages.

Kelsey LeCoure

Taking a look at Petcurean and Canidae’s Facebook pages, there are a few things that indicate whether or not they are using them to their fullest capability. Petcurean has approx. 79,100 likes on their Facebook page which is 100,000 less than Canidae, who is sitting at 179,100 likes! Both pages typically respond to messages within one hour. Petcurean posts 1-3 times per week on average. Whereas Canidae posts multiple times per day. Each brands posts a variety of promotional content, coupons, videos related to the industry, tips for pet owners, and other interesting how-tos. Petcurean does not follow the 50/50 rule. The majority of their posts are related to their business. Canidae more closely follows the 50/50 rule. They have been posting many tips, how-to, and other interesting reads for pet owners. They have also been posting interesting facts about their products, factory, and other business related content. Limited Ingredient Diet, Grain-free food, and Free Treat Friday are all keywords used in Canidae’s Facebook posts.

Canidae's Most Popular Post

This is Canidae’s most popular recent post. It experienced 1,700 Likes, 61 Shares, and 42 comments! I think that this post was so successful because it gives insight into the lives of their own dogs in a fun and interesting way. The pictures also attracts viewers because, well, who doesn’t love a dog wearing clothes?!

Petcurean's most popular post

Petcurean’s most popular post recently came in at 1,900 Likes, 366 shares, and 1022 comments! The reason for these numbers is due to the caption saying that they will donate 1 lb. of food to a shelter for each comment received on that particular post. This encourages followers to engage with their content.

After considering all of the above statistics, I believe that Canidae is using their facebook page in a much more beneficial way than Petcurean. They post more frequently, their content more closely follows the 50/50 rule and they have a greater amount of engagement on their posts on average.