Human Centered Narrative
Human Centered Narrative
How KONG Broke the Rules of
Pet Product Education
KONG is everywhere, but most pet education content gets lost in the feed. They wanted something different. The task was to find where their audience was really paying attention and create content that went beyond instructions. It had to be personal, memorable and impossible to scroll past.
Pet brands love to talk at people. We wanted to start a conversation. KONG asked for videos, but what they really needed was a smarter way to connect.
Our mission: put trusted faces in front of real owners, in real moments, and land the message where it counts.
We ditched the usual how-to formula. Instead, we mapped the overlooked, high-engagement channels where pet owners actually go social feeds, in-store screens, the spaces between product and checkout. We put KONG’s CEO and brand ambassador Brit at the centre, filming across parks and backyards from Melbourne to the bush.
No scripts. No hype. Just honest, sharp, actionable content tailored for the moments people are ready to learn, not just scrolling past.
Developed a content plan for those channels other brands ignore Produced two hero films for KONG’s global range, with CEO and ambassador up front. Shot and edited every frame for use across digital, retail, and social native everywhere, disposable nowhere.
KONG took the new films and rolled them out worldwide, leading launches, driving in-store screens, and lifting digital engagement.
“Marcus and the HCN team have been fantastic to work with. Their recommendations showed an agency that really listened to our brand briefs and understood what we wanted to achieve with the we were creating.
They helped guide through the filming process to ensure we were able to make engaging, fun, long and short format content that we have been able to share with both retailers and consumers alike. The postproduction work was excellent.”
— Natarscha Lunde, Head of KONG Company Australia
