Orvis Recovery Zone Dog Bed

All Good Dogs

Integrated approach to category reinvigoration

Challenge:

In an effort to invigorate its dog category and connect with a wide range of new consumers, Orvis was prepared to launch its most important dog product in years: the RecoveryZone Dog Bed. Orvis is well known for the brand’s fly-fishing, wing-shooting and apparel expertise, but in early 2023 awareness of its dog products was low outside of core fans. Even fewer knew that Orvis had invented the dog bed category in 1976 with its original Nest bed and continued to develop best-in-class beds, collars and other goods.

Solution:

rygr worked with the client to develop an integrated strategy aimed at driving maximum reach, impressions and engagement with current Orvis customers as well as expansion audiences.

• Social influencer campaign buoyed by paid social media tactics
• Full-funnel affiliate campaign
• Traditional media placements