Smell the Difference — Your Pawjour Content Steps

PAWJOUR · CONTENT GUIDE

Smell the Difference.
See the Difference.

Your six-step content series. Real reactions. No scripts. Six clips your audience will trust more than any ad.

The bag arrives. From the moment you open it, your audience starts seeing what makes Timberwolf different. Here's the order to film it in.

1

Open the bag — your first smell reaction

The first thing people notice with Timberwolf is the smell. Real meat hits different than filler-driven kibble. Film yourself opening the bag for the first time — your honest reaction, no setup.

Film: Vertical (9:16) · 15-30 seconds · Daylight if possible · Camera close to the bag
Don't: Stage it. Don't pre-smell off camera. The first reaction is the content.
2

Dog's reaction

The head turn, the perk up, the immediate focus. Bring your dog into the room with the open bag — film their reaction the moment they catch the scent. This is the most-shared clip in the series.

Film: The dog's face, their nose, their whole body language · 10-30 seconds
Don't: Tell them it's food first. Let the smell be the cue.
3

Feeding reaction

Film the first meal. How fast they eat. The way they hover over the bowl. Mid-meal moments if your dog is the type that looks up at you. End with the empty bowl. Pure satisfaction story.

Film: Top-down or eye-level on the bowl · 30-60 seconds (cut to highlights)
Don't: Trim out the messy parts — that's the realism people want.
4

Short video review (Day 7-10)

After your dog has been on it for about a week, do a short, honest video review. Talk to the camera. What did you notice? Coat, stool, energy, recovery, anything. Even if the answer is “not much yet,” that's useful too.

Film: 60-90 seconds · Vertical · Just talk · No script
Don't: Make it a commercial. Audiences spot scripts in 3 seconds.
5

Before / after observation

If you took photos when the bag arrived, do a side-by-side or week-over-week comparison. Coat shine, weight, recovery, overall vibe. Even subtle differences are the most credible — overdone “transformation” content reads as fake.

Film: Same lighting / same angle / same backdrop on both ends
Don't: Use filters. The whole point is honest.
6

Bonus — Your daily routine

Training sessions, hikes, working sets, recovery, kennel routines, anything where your dog's performance shows up — bake Timberwolf into the b-roll. Don't make the food the star. Make the dog the star, with the food in frame.

Film: Whatever you'd film anyway — just include the bag or bowl in shot once or twice
Don't: Force it. Your normal content with Timberwolf in the background outperforms staged stuff.

When you post

Tag and hashtag so we can find your content (and we'll often re-share + amplify it).

Tag

@timberwolfpet

Hashtag

#SmellTheDifference

Hashtag

#Pawjour

Mention

Timberwolf Pet Food

What converts

  • Real reactions, no setup
  • Vertical (9:16) for IG / TikTok
  • Daylight, natural sound
  • Talk to the camera, no scripts
  • Show the messy parts
  • Subtle b-roll integration

What kills it

  • Scripted “commercial” reads
  • Heavy filters / over-edited
  • Forced enthusiasm
  • Multiple takes — the first take is real
  • “Use code SAVE10” in the first 3 seconds
  • Showing the bag without the dog

After you post

Send us the link to partnerships@timberwolfpet.com so we can amplify it and credit your referral code.

Smell the Difference. See the Difference.

© 2026 Timberwolf Pet Food · Independently owned since 1996

Questions? partnerships@timberwolfpet.com · @timberwolfpet