Pet SuppliesLocking people in dog crates got 2.1M views
700K
Total views490K
Total views923K
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Jayce Bailey
Head of Marketing @ Impact Dog Crates
“After a decade of posting without real strategy, Social Alchemy completely transformed our approach. Ari and Luke's team helped us hit 2M views in our first 45 days and finally build a distinct, culturally relevant identity online. They've been incredible partners and true pros.”
Jayce Bailey
Head of Marketing @ Impact Dog Crates
The opportunity
Impact already had a great product and a team willing to think creatively. As Jayce, their Head of Marketing, put it, "We were just posting to post without a real strategy." Together, we set out to build a repeatable content series that could generate attention while showcasing what makes the product unique.
The challenge was straightforward: how do you create content that can generate attention while also reinforcing what makes the product special?
What we did
Impact's flagship product is an escape-proof dog crate designed for high-anxiety dogs. Rather than making videos explaining the crate's features, we focused on proving the product's value in a way people would actually watch.
So we took the crate to the streets of New York City and launched the Escape the Crate Challenge.
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The premise was simple: get locked inside the crate and escape within 60 seconds to win $1,000.
The result was 2.1 million views in 45 days.
Snapshot
2.1M
Total Views
923K
Organic Views
700K
Organic Views
More importantly, every view reinforced the same message: this is a crate so secure that even humans struggle to get out of it.
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