AATU Case Study
The Brief
The Brief
Luxury dog food brand AATU partnered with We Are SNS to oversee and execute their first campaign with UGC content. This coincided with a rebrand of their packaging, designed to elevate the premium feel of the product and strengthen its appeal to a more premium market.
Our role in the project was focused specifically on UGC production and product send-out. The objective was to create high-quality, premium-feeling UGC that could support paid media while introducing the newly rebranded packaging at a key moment for the brand.
What We Did
UGC
Content
The Approach
As this was AATU’s first step into UGC, our focus was on redefining how UGC could exist within the luxury pet space. We produced 8 pieces of premium UGC, blending lifestyle-led visuals with voiceover content to maintain a polished, high-end aesthetic while staying native to platform formats.
Creator selection was highly strategic. The brand specifically wanted pet creators whose content already reflected a premium lifestyle. We also had to be mindful of excluding certain dog breeds, while ensuring the selected creators aligned with AATU’s health-focused nutritional positioning. Additionally, strong voiceover capability was a key requirement, ensuring creators could clearly and confidently communicate product benefits.
To elevate the unboxing experience and reinforce the luxury positioning, we created bespoke product send-outs. Each package included:
- Custom stickers featuring the brand’s logo, applied to the boxes
- A premium leaflet with gold foiling to enhance the luxury feel
- Personalised ribbon to complete the presentation
These details were designed to create a visually elevated and cohesive brand experience, both for creators and in the resulting content.
All content was produced with paid performance in mind, ensuring clear messaging, strong hooks, and adaptability across multiple ad placements.
The Results
The campaign delivered a fresh layer of elevated content to AATU’s channels, successfully balancing authenticity with a premium aesthetic. The UGC effectively supported the launch of the rebranded packaging, helping communicate its upgraded positioning to a premium audience.
As AATU’s first campaign utilising UGC, the project demonstrated the format’s potential within the luxury pet category. Feedback from the brand was extremely positive, with strong satisfaction around both the quality of the content and its effectiveness across paid media.
For more insight into Pet UGC campaigns, take a look at the work from our partnership with Butcher's.
