With Later, BISSELL partnered with creator and rescue advocate Isabel Klee as a sponsor for her live book launch event to fuel organic brand awareness among pet owners. Instead of executing a standard product-gifting campaign, this initiative leveraged a culturally relevant community event to elevate the shared values of BISSELL and the BISSELL Pet Foundation, demonstrating how purpose-first storytelling can convert audience attention into commercial consideration.
Key Goals:
Achieving these goals directly amplifies social impact: driving higher reach and brand intent expands awareness for pet rescue advocacy, while supporting BISSELL directly helps fund the BISSELL Pet Foundation’s mission to end pet homelessness.
Purpose-Led Creator Selection: Rather than selecting a creator based on reach alone, Later identified Isabel Klee for her authentic alignment with BISSELL's purpose. With a long-standing history in animal rescue and trusted advocacy within the pet community, Isabel brought credibility that made the partnership feel genuine.
Mission-Driven Brand Integration: Moving beyond traditional event sponsorship, BISSELL was thoughtfully woven throughout the experience, from branded touchpoints and product gifting to conversations centered on animal welfare. At Isabel's book launch, the brand gifted products to attendees (including media, creators, and rescue advocates), creating an immersive presence that reinforced BISSELL's purpose through active participation.
Authentic Storytelling That Drove Action: Isabel organically documented the experience during and after the event, sharing content rooted in her genuine passion for rescue work. By leading with purpose instead of product, the narrative drove exceptional engagement, brand advocacy, and purchase intent without functioning like a traditional advertisement.
The Competitive Differentiator: While competitors can promote pet-friendly features, they cannot replicate BISSELL's decades-long commitment to ending pet homelessness. Through the BISSELL Pet Foundation and its core commitment that every purchase helps save pets, BISSELL built a purpose-driven brand story rooted in real, measurable impact.
The campaign validated the strategic approach: aligning the right creator with a culturally relevant moment and a mission-led story generated outsized awareness, exceptional engagement, and clear purchase intent.
With over 258,000 organic reel views, the campaign achieved an organic engagement rate 4.76x industry benchmarks and successfully moved audiences from passive viewing to active consideration. Audience comments explicitly credited Isabel's content with driving their BISSELL purchase, while strong brand-love sentiment proved that consumers connected with BISSELL’s core purpose, not just its products.
Audience Sentiment:
