Login Poop Bags are the latest innovation from EzyDog, one of Australia’s most beloved dog gear brands. EzyDog has long been known for their premium-quality leads and harnesses, and Login represented an opportunity for them to carry their top-of-the-line reputation into the pickup bag industry.

All they needed was a brand voice. One that could build a following, grab people’s attention, and get dog owners talking about a poop bag that could help them reduce plastic waste every time they go outside. That’s where EightySeven took…the lead.

The Challenge
Even though they’re used daily, people don’t ordinarily give much thought to the bags they use to clean up after their dogs. After three years of perfecting their Compostable and Bio-hybrid pickup bags, not to mention reimagining the manufacturing process to do away with the traditional plastic and composite cores you find in most dog bag rolls, Login wanted to change that.

Login bags aren’t only ISO certified for quality and sustainability, they also help dog owners reduce plastic waste that can take more than 500 years to decompose. Both Login Compostables and Login Biohybrids are stronger, thicker, and made with annually-renewable cornstarch that helps them break down quicker than traditional plastic bags. Compared to traditional plastics and other “eco” bags that rip and tear easily, Login truly is a world apart.

They just needed a fun, witty, entertaining brand voice that could share their story and get people to consider making the switch.

Our Approach
While Login had already developed the look for their bags and packaging, they needed a disruptive voice that could help them make waves. We started with their tagline and hook, ultimately arriving at the quirky and informative line “Nature’s #1 Choice For Your Dog’s #2.”

The line checked a lot of boxes. It was irreverent and witty without being gross. It spoke to their superior design and sustainable attributes. And it spoke to the utility and purpose of the product. It was a perfect fit for the brand voice that Login was looking for.

Next, we needed to figure out how we could convey the more technical benefits of the bags in a way that ordinary consumers could understand and appreciate. We simplified the language, considered the emotional benefits of the physical benefits, paired them with fun, informative headlines, and pulled it all together in a simple page on the EzyDog website that could capitalize on SEO and drive traffic to their site.

The next question was, how can we tell our story in a unique way that kept people engaged? We capped the web experience off with fun online “reviews” and “FAQs” from dogs that were based on the personalities of certain breeds. These quirky, imaginative reviews and FAQs invited visitors to learn about everything from our ISO certifications to bio-hybrid polymers, jumbo bags, how long it takes for our compostables to break down, and the environmental implications of traditional roll cores. The client liked the reviews and FAQs so much that they asked us to create some specifically for their social channels as well.

Once the page was up and running, we began thinking about how we could bring the brand to life and build a following on Instagram. We started with an audit of the posts they had to date and the social channels of their primary competitors. We noted what was working best, identified white spaces in the category, and made recommendations for additional engagement opportunities.

Our audit offered up content pillars to inspire and guide future content, promotional giveaway program ideas, hashtag strategies, influencer recommendations, retailer language, and a guide for how to talk about each of their products in a “sticky” way that was consistent with the brand voice we’d built. We then crafted a range of initial organic and PPC launch posts to help them build their following, announce their retail rollout, and launch their social sweepstakes program.

Thus far, the result has been a steaming success. In the last week alone, they’ve more than tripled their Instagram following, and we can’t wait to see where they go from here.