Unleash Your Sidekick
The Unleash Your Sidekick campaign was created to bring the STAINMASTER® PetProtect™ flooring line to life through real-life stories of pet parents and their best friends.
With flooring that’s specifically designed to let pets be pets at home, we always found ways to highlight inspiring pet stories that laddered up to the Unleash Your Sidekick’s message: Inside every sidekick is a hero waiting to lead the way.
Our team began with hero stories, designed to be top-of-the-funnel storytelling content, and then used story extensions to bring readers down the funnel as well as paid and organic social to promote each story on the STAINMASTER branded channels.
Finding Her Hero
For years, Iris’ parents tried to communicate with their daughter, who is on the autism spectrum. It wasn’t until her mother tried one more thing—a Maine Coon named Thula—that something sparked. Since then, the two are inseparable: playing, connecting, and creating.
My involvement in this creative process was as the lead copywriter on the Thula & Iris story. I read their book from front-to-back, studying every detail possible and filling in the gaps with any article I could find. Then, I created an interview guide with buckets of questions, and led an international interview (via phone) with Thula’s mother. It was truly an honor to speak with them and tell their story.
Below are a few snippets of the hero article. The full articles, as well as social and lower funnel content, are available upon request.
