B&T Fencing - Awareness Campaign
Industry: B2C, Home Services
Contribution / Role: Account Strategy, Campaign Development, Content Strategy, Copywriting, Creative Strategy
Overview and Objective
In a market where brand confusion with competitors was affecting business growth, B&T Fencing needed to establish a distinctive voice that would make them memorable when consumers needed fencing solutions.
Previous marketing data showed strong engagement with dog-related content, presenting an opportunity to create a campaign that would resonate with both current and future customers while differentiating the brand from its competitors. With pet fences representing one of the company’s highest-margin products, this approach aligned with both brand and business objectives.
We developed a humorous campaign centered around “escaped dog crimes,” positioning B&T fences as the solution for both pet owners and their neighbors. The approach needed to work double-duty: reassuring dog owners about containment while promising neighbors protection from neighborhood escapees.
Key Insights
- Timing challenge: Fence purchases are typically need-based rather than desire-based, making top-of-mind awareness crucial for future purchasing decisions
- Dual audience needs: The campaign needed to simultaneously appeal to pet owners and their neighbors without alienating either group
- Humor as a differentiator: In a category dominated by technical specifications and price comparisons, humor offered a way to stand out while building brand recall
- High-value focus: Pet fences represented one of the company’s highest profit margins, making this audience particularly valuable for business growth
Industry: B2C, Home Services
Contribution / Role: Account Strategy, Campaign Development, Content Strategy, Copywriting, Creative Strategy
