James Wellbeloved™ Puppy Club 2.0: Meet the Pupstarts
Longstanding client and naturally healthy, heritage petfood brand, James Wellbeloved™, approached the SWC MARS Petcare team to update and extend the successful Puppy Club ecrm campaign we created and launched in 2023. The original Puppy Club campaign is a subscription-based regular eCRM flow, full of trusted expert advice, product promotion, and entertaining content, created to connect with customers from day one of puppy parenthood.
Our role was to create Puppy Club 2.0, an extension of the campaign for parents of older puppies, with the primary objective to mitigate the risk of drop-off at the point of transition to adulthood, retain customers, and position James Wellbeloved™ as their brand for life at the heart of a pet-parenting community.
The challenge
We were asked to evolve the Puppy Club eCRM design template to extend the original campaign, retaining interest and building loyalty to the brand. Part of our remit was also to refresh the design for a seamless transition to the next phase of puppyhood, aligned to the James Wellbeloved™ brand, but with a recognisable look and feel all its own.
Evolve eCRM design templates
Develop tone of voice and naming
Build a flexible design template
Our solution
We introduced a new modular design system, with an evolved look and feel, and a more boisterous tone of voice, to reflect the energy, magic and mayhem of older puppies and inject fresh excitement, to mark the step up from young puppyhood, to this new ‘almost adult’ life stage. The design included use of additional elements from within the wider brand palette, plus more dynamic content, including animations, to inspire scrolling, click-throughs, and ultimately, increase conversions.
As a cheeky acknowledgement of the chaos that growing dogs can bring, this next phase of puppyhood was marked with a new name – the Pupstarts – to bridge the two campaigns, and bring both a sense of continuity and renewed energy.
Creative concepting
Design production
Copywriting
The results
The James Wellbeloved™ pupstarts will be landing with full energy in inboxes around the UK in Q2 2026. Brace for impact…