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Blue Zones for Dogs
We partnered with Blue Zones founder Dan Buettner to get to the bottom of longevity for dogs — a four-part docuseries, a K9 of longevity principles, and a thought leadership piece on what pet parents get wrong.
- 406.4kreel views
- IG engagement rate doubled
- 11.5kengagements
The challenge
Every dog food brand says it is healthier. None of them had answered the question dog parents actually lose sleep over: how do I get more years with my dog? Longevity was the most valuable idea in the category and nobody owned it — and pet parents were full of misconceptions about how much food has to do with it.
What we did
We went to the source. Dan Buettner had already mapped human longevity through the Blue Zones and his nine principles; we partnered with him to do the same work for dogs. Together we built "Aging on Paws", a four-part docuseries determining what actually makes dogs live longer, and translated the findings into the K9 — nine principles of canine longevity mirroring the human nine. Alongside it we published "Chasing Our Tales", a thought leadership piece taking on the misconceptions pet parents hold about maximizing lifespan and the critical role food plays.
Watch "Aging on Paws" →The consequence
The docuseries doubled Instagram engagement rates — 406.4k reel views, 11.5k engagements, a 2.8% engagement rate — and the partnership earned media coverage across longevity, wellness and pet industry press, including Longevity Magazine and Pet Food Industry.
The work itself.
Scored on the
consequential triangle.
- Defensibility
- A partnership with the man who defined human longevity is not a claim a competitor can copy — there is one Dan Buettner.
- Talkability
- "Blue Zones for dogs" explains itself in four words, and the K9 gives the idea a number people repeat.
- Indispensability
- Longevity moves food from a purchase to a daily decision about how long your dog lives.
Your turn.
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