Get Joy
The First Dog Park in the Metaverse
We took Get Joy past the clean plate club and built the first dog park in the metaverse — an educational destination where owners met vets and data with no fences in the way.
- 15M+impressions, 75+ articles
- First dog park in the metaverse
- WSJ, USA Today, The Drum
The challenge
Get Joy needed to be understood as a holistic wellness company — mind, body and spirit — not another bag of kibble. As the only fresh food brand with a full wellness ecosystem (insurance, televet, supplements, food, treats), it had permission to reframe dog wellness beyond the bowl, but no proof anyone would notice.
What we did
We built The Dog Zone, the first dog park in the metaverse: seven floors of discovery, three zones dedicated to wellness, and an engagement network where pet parents met vets, brands and data — online and at pop-ups.
Watch The Dog Zone →The consequence
Over 15 million impressions from 75+ articles, broadcast, podcast and newsletter features, including WSJ, USA Today, The Drum, PR Week and Cheddar.
The work itself.
Scored on the
consequential triangle.
- Talkability
- A first is inherently repeatable — there is only one of them.
- Defensibility
- A branded world nobody else built cannot be borrowed.
- Indispensability
- The repositioning moved the brand into a daily health routine.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.