Campaign proposal   |   October 2026

Six reasons to stop scrolling.

A content campaign for the ACTIVE launch, built for canine athletes and the people who walk, run, hunt and compete with them.

Before proposing anything, I looked at what actually performs for pet brands right now.

2.08x

Pet content engagement on TikTok

vs general content

5%

Pet creator engagement rate

vs 2.4% across all categories

80%

Of pet sector social engagement

now comes from short vertical video

71%

Of viewers decide

in the first few seconds

1. The first two seconds

Not the first five. Pet content lives or dies on the opening frame. A dog already in motion beats any logo, any title card, any slow build.

2. Breed specificity

Searches like "golden retriever supplements" signal purchase intent, not browsing. Content built around one breed reaches the people who own that breed, and they are the ones who buy.

3. One idea per video

Fifteen to thirty seconds, a single point, a clear payoff. Videos that try to say three things get watched for four.

4. It has to answer a real question

The best performing pet food content removes a doubt. Which level does my dog need. Why meat meal first. Can I switch levels when the season changes. Every film should answer one of these.

One honest point

Polished brand film alone does not win on TikTok.

The platform rewards content that feels native, and overproduced advertising gets scrolled past no matter how good it looks. That does not make the cinematic work wrong. It means the campaign needs two gears. The hero material carries Instagram, Facebook, YouTube and the website, where production value still signals quality. For TikTok, the same footage gets cut tighter, hooked harder, and stripped of anything that announces itself as an ad. Same material, different edit, different rules.

I would rather tell you that now than deliver six beautiful films that underperform on the platform where pet content is growing fastest.

Each built around the dog already on the bag.

ACTIVE has something most pet brands would pay for and does not currently use. Six products, six distinct dogs, six distinct owners. The packaging already does the segmentation. The content should follow it.

ACTIVE PUPPY bag featuring a husky puppy
ENERGYFIT SYSTEM LEVELP
Dog
Husky puppy
Speaks to
Breeders and new owners raising medium to large breeds
Formula
Chicken meal and rice
The angle
"Big breeds grow fast. The right food keeps that growth steady."

Figures

28%
Protein
15%
Fat

Every film ends on the same question.

Which level is your dog?

That turns six separate posts into a series, gives people a reason to comment, and sends them straight to the Find Your Level quiz. The EnergyFIT system gets taught without ever being explained.

The campaign runs on two kinds of content. Campaign imagery and film with broadcast polish, built to stop the scroll and sell the range. And owner style content: kitchens, porches, truck beds, the moments people actually film with their phones. Neither works as well alone. Together they tell one story: a single day, six dogs, every level.

CampaignOwner style, concept frames created for this proposal
6:20 AM
Musher laughing as a sled dog jumps up to greet her in the snow6:20 AM
Woman scooping dog food in a kitchen while a golden retriever waits7:05 AM
8:00 AM
K9 handler kneeling with a German shepherd beside a bag of ACTIVE 2.5CAMPAIGN
Start of shift
9:30 AM
Breeder sitting in a whelping box with a litter of sleeping husky puppies
Golden retriever sniffing a bag of dog food on a front porch
12:15 PM
Musher with a husky in harness in the mountains beside a bag of ACTIVE 4CAMPAIGN
High country
1:30 PM
Trainer with a golden retriever on an agility field beside a bag of ACTIVE 1CAMPAIGN
Training day
2:30 PM
Wet chocolate labrador bringing back a dummy on a lake dock beside a bag of ACTIVE 2CAMPAIGN
One more throw
3:30 PM
Hunter with two vizslas on an autumn hillside beside a bag of ACTIVE 3CAMPAIGN
Above the valley
4:15 PM
Young couple laughing on a living room rug while a husky puppy plays with a rope toy4:15 PM
Two vizslas on a pickup tailgate while a hunter pours water into a bowl5:50 PM
6:40 PM
Family in a sunny kitchen with a chocolate labrador beside a bag of ACTIVE 2CAMPAIGN
Home

THE BAG MAKES THE PROMISE.

THE KITCHEN FLOOR PROVES IT.

Campaign content earns attention. Owner style content earns trust. The six films use both, in every level.

Every package covers all six products. What grows is the depth.

GOLDUSD 11,500

GOLD

USD11,500

"The six films, done properly."

  • 6 product films, one per product, 15 to 20 seconds
  • Vertical 9:16, built for Reels, TikTok and Shorts
  • Burned in captions on every film
  • Six concepts approved before anything is produced
  • Two full revision rounds
Recommended

PLATINUM

USD18,500

"The six films, plus everything needed to actually run them."

  • Everything in Gold
  • Every film also delivered in 4:5, 1:1 and 16:9
  • 12 hook variants, two alternative openings per film for A/B testing
  • 18 campaign stills for static posts and paid placements
  • 6 website loops, silent and seamless, under 2 MB each

DIAMOND

USD28,500

"A full quarter of content from one production."

  • Everything in Platinum
  • 3 campaign films: a value comparison, a 30 second brand film, and an EnergyFIT film following one dog from off season to in season
  • 36 campaign stills, a full quarter of static posting
  • Priority turnaround on short notice requests

Every film in this proposal is made new. Nothing is reused from the brand film. So here is what actually goes into twenty seconds.

20Seconds on screen
225Seconds generated to get there

Roughly eleven seconds generated for every second you see.

A twenty second film runs eight to twelve shots, depending on pacing. Every shot is generated at ten seconds or more, so the one perfect moment can be cut out of it, and it is finished in 4K. On average a shot needs more than two runs before it is right. That is the brand film's real ratio, not an estimate.

What goes into each package

GOLDPLATINUMDIAMOND
Finished films66 plus 12 alternative openings6 plus 12 alternative openings plus 3 campaign films
New shotsaround 60around 78around 118
Generated footagearound 22 minutesaround 29 minutesaround 44 minutes
Price11,50018,50028,500

Around a third of every package goes into generation. The rest is direction, edit, grade, sound and captions.

What carries over

Not footage. Decisions. The look and the grade are locked. The breed references are approved. The voice and the music direction are chosen. The way we review and sign off works. None of that needs another round of conversations, so every hour goes into the new films.

One thing worth being clear about. Nothing in this campaign is reused.

Six product films need six different dogs in six different situations. Every dog, every location, every packaging shot is produced new, for the product it belongs to.

What does not have to happen again is the part nobody sees. The look is decided: camera, light, grade, lens character, grain. The brand has a voice and it has been approved. The packaging accuracy is locked, so nobody has to work out which dog belongs on which bag. And we already know how we work together.

For a brand starting from nothing, that phase runs three to four days before a single usable frame exists, and it carries real risk because nobody knows yet what the brand looks like. That part is behind us.

You are not paying again for working out what ACTIVE looks like. You are paying for new work that already knows.

The look is locked

Camera, light, grade and grain are decided and approved. Every new film inherits it.

The products are right

Six bags, six dogs, six colors, six sets of figures. Verified and locked.

The process is running

Approval path, feedback loop and turnaround are already established.

Charles mentioned wanting more content at smaller budgets. A monthly arrangement is how that actually happens. Nothing to decide now, this is here so you know the option exists.

GROWTHUSD 8,500per month

ESSENTIAL

You save 7%

USD 4,500/ month

  • 2 films per month
  • 4 stills per month
  • All formats and captions included
  • 1 revision round per piece

Same work ordered separately: 4,834

GROWTH

You save 12%

USD 8,500/ month

  • 4 films per month
  • 8 stills per month
  • All formats and captions included
  • 2 revision rounds per piece
  • Monthly planning call
  • Priority on short notice requests

Same work ordered separately: 9,668

FULL

You save 13%

USD 15,000/ month

  • 7 films per month
  • 15 stills per month
  • All formats and captions included
  • 2 revision rounds per piece
  • Monthly planning call
  • Priority on short notice requests
  • One quarterly long form piece

Same work ordered separately: 17,169

Six month minimum, monthly after that. Invoiced at the start of each month. Unused deliverables do not roll over, which keeps the schedule honest for both of us. The retainer rate exists because six months of planned work lets me hold capacity for you rather than quote it project by project.

The name goes public on October nineteenth. For the next few months ACTIVE is new, and new is the only time a brand gets attention for free. After that it is another bag on the shelf competing on price.

Six weeks ago none of this existed. The dogs, the locations, the look, the grade and the voice are now decided and approved. Every new film is made fresh, but the hardest choices are already behind us.

Consistency comes for free as well. Every piece looks like it belongs to the same brand because it was made in the same place, not assembled from whatever was available that month.

Tell me which direction appeals and I will come back with the six concepts, one per product, before anything is produced. You will see exactly what you are approving.