Since its launch in 1994, Patrick McDonnell’s internationally syndicated MUTTS comic strip has enchanted readers in more than 700 newspapers across 20+ countries, with a print readership in the millions. In 2003, Proven partnered with MUTTS to bring its beloved cast of characters into the digital age, serving as trusted advisors and true partners ever since.
Bridging Print to Digital
Before 2003, MUTTS lived purely in the legacy world of print publishing. Transitioning to the digital realm demanded the creation of a robust eCommerce store from scratch, managing over 10,000 unique SKUs. Our goal was to convert long-standing fans into digital subscribers while attracting a new online audience — all the while reflecting the MUTTS ethos, advocating for animal rescue, animal rights, and environmental kindness.
MUTTS fans are drawn to the comic strip’s subtle, uplifting tone and bond deeply with its characters. For the digital transition, it was vital that the website felt like a natural extension of the comic strip, not just a commercial platform.
Comfort & Positivity
We used imagery from the comic strip to develop detailed brand guides that formed the foundation of our website design process and marketing campaigns. Avoiding typical market-speak, we crafted content that speaks directly to customers. Playful elements, such as “doodle”-inspired loading icons, were incorporated to enhance the user experience.
Proven Helped MUTTS Enter the Digital Era
All these years later, we continue to work with MUTTS in a true partnership, seeking opportunities for improvement and growth, while honoring the brand’s legacy and mission.
Using a multi-channel approach from direct marketing to social media and retargeting ads, we continuously bring the joy of MUTTS to a global audience.
Extraordinary Emails
Meticulous messaging and analytics optimization have resulted in a loyal subscriber base with an open rate more than double the industry average.
Social Media Reach
Authentic, upbeat, and mission-driven social media interactions have built a strong, organically growing follower base.
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