Ivory Coat Food Check is an interactive tool to help pet owners work out what to feed their dog or cat, based on a range of factors including age, breed, size and activity level.
It’s estimated that more than 40 percent of Aussie pets are overweight. This can lead to health issues like joint and mobility problems, skin disorders, lower resistance to infection, higher risk in surgery, and even a shorter life expectancy.
Every pet is unique and each has different nutritional needs based on their age, breed, size, lifestyle and weight. So how do you know if you are feeding your dog or cat the right amount, or the right type of food? How do you know when it’s time to switch from puppy to adult food? Or scale down quantities based on reduced activity levels?
As a producer of high quality natural pet foods, these are questions that Ivory Coat is regularly asked. So it decided to create an interactive tool that would not only take the guesswork out of feeding for pet owners, but would also raise brand awareness and strengthen consumer loyalty.
Ivory Coat engaged Luminary to help it bring its vision to life.
What we did
The tool needed to be able to evaluate a range of different factors in order to determine the appropriate amount and type of food for a particular pet. It therefore needed to take the user through a step-by-step process of building a profile for their pet.
The first stage for the user in building their pet’s profile is to ascertain whether their pet is a cat or a dog. From there, they are asked their pet’s name and sex.
After these basic details are confirmed, the pet owner is asked about age, weight, size, activity level, protein preferences, grain/no grain, consistency of the “backyard pickup”, and body shape.
Once the user has built their pet's profile they get a breakdown of the pet’s recommended daily calorie intake, along with product suggestions from the Ivory Coat range. This can then be adjusted based on desired proportions of wet and dry food. There is also an option to receive the personalised feeding guide via email.
The profile builder was constructed as a single page app, built on React, and integrated with Kentico Xperience for content management. Custom tables in Xperience drive the underlying logic required to make the tool work, storing the product data and taking into consideration the many permutations of individual pet characteristics and preferences that underpin the final recommendation.
Food Check has been extremely well received in the market and has successfully raised brand awareness for Ivory Coat. It has been a strong driver of traffic to the site, with sessions up 70.75% in the two months post launch, compared with the previous two months. During this period, overall page views were up by 360.44%. Engagement metrics were also positive, with pages per session rising by 169.65%, and the bounce rate going down by more than 20%.
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