eight&four x Sofology: shooting social first videos for National Pet Month
Since we partnered with Sofology in January 2023, we’ve created an integrated social, creative and influencer strategy. Using the occasion of National Pet Month and their partnership with Blue Cross, we planned and conducted our first shoot, allowing us to add creative production to our retainer.
THE CHALLENGE
On the occasion of National Pet Month, we were tasked to showcase the partnership between Sofology and Blue Cross. Our challenge was to create a social first video that would raise awareness of the brand’s collaboration with the charity, while encouraging shoppers to purchase their own pet friendly sofa.
We also had to ensure we could capture evergreen content for future calendars and pet-friendly days.
INSIGHT
Since June 2021, Sofology partners with the national pet charity Blue Cross. They donate £5 for every purchase in the pet friendly fabric range to support their work in finding abandoned animals a home. In 2021 and 2022, Sofology released videos to communicate about the partnership, but none of them were social first.
SOLUTION
Using a current popular social trend, our video presented “A Day in the Life” of the donated pet-friendly sofa at Blue Cross in an entertaining way.
Our approach was to capture vignettes throughout a day at the Blue Cross centre, in the room where pets first meet their potential adopters. We captured a long batch of footage, showing everything that happens during a typical day such as dog training, relaxing with the animals, and pets meeting their new owners. Our script made the “Tallulah” sofa the star of the video, detailing the pet-friendly USPs and demonstrating that Sofology is at the heart of all these activities.
Additionally, we also concepted for extra short videos that were ideal for
channels such as IG & TikTok. This included an ASMR video focused on highlighting the comfort of the sofa, and the “Get ready with me” format focusing on how easy it is to get your pet-friendly sofa ready, thanks to the easy clean fabric.
IMPACT
The hero “Day in the Life video” achieved 427K video views, and our three videos got a total of almost 1.2 million views
With only a small percentage of budget, this National Pet Month Reel was able to deliver nearly half a million impressions to an audience of potential Sofology customers.
Our two top-performing Sofology posts in terms of engagement delivery were both pieces of content taken during our National Pet Month shoot, in partnership with the Blue Cross.