Summer can be a challenging time for pets with itchy or sensitive skin. Seasonal allergies, environmental factors and other irritants can all leave pets feeling uncomfortable.
That made Itchy Pet Awareness Month a natural opportunity to start a conversation.
We created the Itchy Pet Comfort Kit, bringing together products from earthbath® and our partners The New Zealand Natural Pet Food Company and Holistic Vet Blend for an inside-and-out approach to pet care.
But the prize was only one part of the campaign.
We also used the giveaway as an opportunity to ask pet parents about their real-life experiences with itchy skin. Instead of collecting only an email address and a pet’s name, we asked questions designed to help us better understand what pet parents were seeing at home.
And they had plenty to say.
What We Learned About Itchy Skin in Pets
The campaign generated 3,766 users and a 28.9% conversion rate, with thousands of actions completed throughout the entry process.
More importantly, participating pet parents shared meaningful information about their pets.
Among respondents:
- 44% said their pet experiences itching daily.
- 58% said soothing shampoo is their primary way of managing itchy skin.
- More than 70% said they had already changed—or were considering changing—their pet’s grooming routine because of sensitive skin.
Pet parents also shared information about the signs of discomfort they notice, when itching tends to be worse, potential triggers and how they currently manage their pets’ skin.
For us, those answers are just as valuable as the campaign numbers.
They help paint a clearer picture of what pet parents are experiencing at home and the kinds of solutions they're looking for.
Why Asking Pet Parents Matters
There’s a big difference between assuming what pet parents need and actually asking them.
At earthbath, consumer feedback helps inform how we think about products, education and the everyday challenges pet parents face. It’s especially important when we’re talking about concerns like itchy or sensitive skin, where every pet can have a different experience.
The giveaway gave us a way to hear directly from a large group of pet parents in a short period of time—and to do it at a moment when itchy skin was already top of mind.
The insights we gathered are an example of zero-party data: information people intentionally shared with us about themselves and their pets.
And unlike a single purchase or website visit, these answers gave us context.
We learned not only that pets experience itchy skin, but how often it happens, what pet parents notice, what they think may trigger it and what they’re doing about it.
Making the Most of Every Campaign
The campaign also reinforced something we believe about marketing: a giveaway doesn't have to be just about the prize.
By connecting the campaign to a relevant seasonal concern, asking thoughtful questions and planning our follow-up before the giveaway ended, we were able to turn one campaign into an opportunity to build our community and learn from it.
The campaign reached pet parents through several channels, including email, on-site promotions, social posts from our partner brands, the giveaway embedded on the earthbath website and paid social advertising.
After the giveaway ended, entrants who didn't win received a thank-you email, information about upcoming Itchy Pet Awareness Month activities and an exclusive discount.
In other words, the conversation didn't end when we selected the winner.
What’s Next for earthbath?
The insights from this campaign gave us another valuable window into how pet parents think about itchy and sensitive skin. They also reinforced how important it is to make pet-care education approachable, practical and rooted in real experiences.
If your pet is dealing with itchy or sensitive skin, you can explore our Itchy Skin Collection to learn more about gentle grooming options from earthbath.
And, as always, if your pet is experiencing persistent or severe itching, talk with your veterinarian to help identify the underlying cause.
Frequently Asked Questions About Itchy Skin in Pets
How common is itchy skin in pets?
In the earthbath Itchy Pet Comfort Kit campaign, 44% of participating pet parents said their pet experiences itching daily. These results reflect campaign participants and should not be interpreted as a statistic for all pets.
What do pet parents use for itchy skin?
Among respondents to the earthbath campaign, 58% said soothing shampoo was their primary way of managing their pet's itchy skin. Grooming is one part of a pet's overall skin-care routine, and persistent itching should be discussed with a veterinarian.
Can grooming routines help pets with sensitive skin?
Grooming can be an important part of caring for pets with sensitive skin. In the earthbath campaign, more than 70% of participating pet parents said they had changed or were considering changing their pet's grooming routine because of sensitive skin.
What causes itchy skin in dogs and cats?
Itchy skin can have many possible causes, including environmental factors, allergies, parasites and other underlying conditions. If your pet's itching is persistent, severe or accompanied by other symptoms, consult your veterinarian.
What is zero-party data?
Zero-party data is information that a person intentionally and proactively shares with a brand. In this campaign, pet parents voluntarily answered questions about their pets, their experiences with itchy skin and their grooming routines.
This kind of feedback provides a valuable opportunity to better understand the real experiences of pet parents and use those insights to inform future education, products and campaigns.
Read the Original Case Study
The Itchy Pet Comfort Kit campaign was also featured as a Gleam customer success story, highlighting how earthbath used a giveaway to engage pet parents and gather valuable first-party insights.
Read the full Gleam case study →
Campaign results and consumer insights in this article are based on the earthbath Itchy Pet Comfort Kit campaign and the responses collected during the campaign. They are not intended to represent all pets or pet parents.
