How A Simple Video Increased A Dog Food Startup’s Sales By 50%

Pet owners love their pets like they were their children. So when their pets are in pain, so are they.

That was the spark that helped an Indian dog food startup increase its sales by 50% during the Diwali holiday.

Sneh Sharma, founder and CEO at the digital marketing agency Ittisa, shares how she and her team made this happen using some adorable dogs and video marketing.

Saving Dogs, One Campaign At A Time

Sharma explains, “Our client, Dogsee Chew, an organic dog food company based in Bengaluru, India, was looking to build brand awareness and consumer engagement on Facebook, while driving sales during Diwali.”

“We noticed a recurring problem for all dogs during the Diwali season. There was a steady growth in the number of searches where dog owners were looking to protect their pets from the noise and smoke caused by firecrackers going off during the two to three-day festival. During our research we found out that a dog’s hearing ability is seven times that of humans . Some experts say that the bang of a bomb is so loud that it could cause a heart attack among dogs. Hence, we devised the #SayNoToCrackers video campaign to inspire people not to light firecrackers during the holiday.”

Why Facebook Is The King Of Video Marketing

The focus of the video was clear: a short and simple video with compelling messaging. To drive home the #SayNoToCrackers theme, the video needed to highlight the potential health issues faced by dogs during the Diwali season.

Hence, the #SayNoToCrackers video was posted on Dogsee Chew’s Facebook page. The agency opted for Facebook instead of YouTube because several reports suggest that Facebook has three times more impressions than YouTube.

Once the video was live, Sharma’s team also noticed many discussions around that topic on Twitter and Quora. Therefore, the agency chimed in on the conversations which received a considerable response on both platforms.

Three Keys To The Campaign’s Success

  1. Appeal to your viewers’ emotions: “The video embodied pet owners’ feelings, which inspired them to share the video on social media. The video was also a real eye-opener for non-dog owners, unaware of the damage incurred to dogs by the excessive noise,” says Sharma.
  2. Keep your videos short: Since people’s attention span continue to shorten, Ittisa made sure the video was short but still expressed its message.
  3. Keep your idea simple: There was no high-end production or marketing gimmick used for the video. The simple idea based on customer insights as enough to showcase the plight of dogs during Diwali.

How #SayNotoCrackers Led To Immediate Business Results

#SayNotoCrackers Facebook comments (Ittisa)

#SayNotoCrackers Facebook comments (Ittisa)

#SayNotoCrackers Facebook comments (Ittisa)

#SayNotoCrackers Facebook comments (Ittisa)

During the two-week campaign before and after Diwali, the #SayNotoCrackers video garnered:

  • 3.9 million reach
  • 50,000 website visitors
  • 27,000 shares on social media
  • 1,200 comments on social media (50% of which people vowed not to light firecrackers)
  • 50% increase in sales

“Though the product was nowhere to be advertised during the whole video, we still managed to make a mark in people’s mind as a brand that cares for their dogs. This led to an organic boost in sales,” says Sharma.

Looks like every dog will indeed have its day.

Video engagement is on the rise while other mediums are on the fall

According to an article on and Newswhip, an analytics company that focuses on content distributed by social networks, user interaction with non-video content has fallen sharply while engagement on video content is on the rise. This provides companies a great opportunity to leverage the power of video to increase sales and brand recognition.

Facebook daily video views have increased from 1 billion to 8 billion just within the past year. Video marketing is effective for one simple reason: consumers like to watch videos! Watching a video is a simple and easy way to digest information; and (especially with live and 360 degree videos) it’s almost as good as seeing the product you’re looking to purchase in person.

According to recent studies by Wyzowl, only 4% of people prefer to learn about a new product or service by reading a manual, just 5% prefer speaking to someone on the phone, and a huge 44% prefer to watch a video.


At FoxHouse Meda, we’re much more than a one-off video company. We form long-lasting relationships with our clients and pride ourselves on delivering again and again high quality video content your customers will love and engage with. Contact us about your goals and vision and we will structure and implement the perfect plan of action to fit your video marketing needs.