Celebrating National Pet Month with our top 5 pet campaigns
As a top Birmingham PR agency with an award-winning pet portfolio, it would only be right to celebrate National Pet Month. Therefore, we’ve rounded up our top 5 PR campaigns we’re proud to have delivered at Leopard Co over the past few years.
PR and social media game-changer with Chuckit!
We developed the ‘Chuckit! Challenge’ as a PR vehicle to drive Chuckit!’s brand awareness, grow their social media following and increase engagement.
Entrants to the challenge were required to submit photos of their pups with their favourite Chuckit! products via social media using the required hashtag. This created organic testimonials and user-generated photography for us to use across social media, as well as credible third-party endorsement. We then used Crufts as a launchpad, enlisting the help of celebrity canine judges, along with a public vote to crown the ultimate Chuckit! Challenge champion.
Highlights of this campaign included delivering 40 pieces of coverage in six months and over 13,000 votes in the challenge in 2019.
Triple award-winning campaign: Finding the UK's Hardest Working Dog
In 2020 we were briefed by Autarky to create a campaign that recruited new consumers into the brand by using pet marketing. In response we launched a nationwide search for the UK’s Hardest Working Dog, enabling us to engage with owners, handlers, and representatives of hard-working, active dogs across the UK. We recognised the work of dogs across four categories:
- Service dogs
- Healthcare and assistance dogs
- Media star dogs
- Sports and performance dogs
In each category, we compiled a shortlist of dogs before letting the public vote for their winner via the Autarky website, maximising website traffic.
Through the campaign, we increased Autarky’s year on year growth of direct traffic to the website by 164% and secured 21 pieces of influencer coverage with a media reach of over 3.6m. Not to mention, the campaign also scooped two PR awards at the 2020 PRCA Dare Awards and a BOC Brilliance Award for being ‘Brilliant in PR/ Communications’.
Communicating Pedigree's acquisition of Just for Pets
Pedigree Wholesale approached Leopard Co to plan, implement and deliver a multi-platform communications campaign to announce the acquisition of Just for Pets.
Using media relations and our extensive pet sector experience and contacts, we reached out to key trade titles and all relevant regional news outlets. Across social media, we took control of the Facebook channel during the transition period, posting regular announcements and responding to queries.
We achieved coverage across all press sector areas targeted, with the story being covered by BBC News, Daily Mail, Pet Gazette and many other national and regional titles across the country. In total, 82 pieces of coverage were achieved within a week of the story being sold in.
Did we mention we also received the Campaign Challenges Award at the PRCA DARE Awards?!
Launching PitPat's pawsome pet gadget
We were briefed by PitPat to launch its innovative new activity monitor for dogs, build brand awareness and drive consumer and retailer interest.
With three key milestones, we were able to launch to UK pet retailers at PATS Telford, launch internationally at the Consumer Electronics Show in Las Vegas and use a mixture of hardworking media relations, influencer outreach and brand collaborations to generate strong brand advocacy and awareness for PitPat.
In the run-up to Christmas, the official product launch led to coverage on The Gadget Show and BBC Radio Cambridge, adding to our total communication activity reach of 600 million globally and securing a CIPR Midlands Pride Award in the STEM category.
Helping Earth Animal get its teeth into the UK pet market
Earth Animal briefed us to deliver communications and a pet influencer strategy to support the UK launch of its award-winning No-Hide® Wholesome Chews.
We developed a strategy that would enable us to engage with both key media titles and influencers to raise Earth Animal’s UK profile. Firstly, we targeted a range of consumer media – from specialist dog press to consumer press that have pet columns.
Then, outreaching to UK pet influencers who reflected Earth Animal’s core values, we provided them with a free chew, while educating them about the brand and the product. We also supported the brand at Crufts, which was used as a platform to help introduce the products to UK consumers. Here we invited influencers to the stand to sample the products, as well as gifting chews to deserving dogs representing UK charities at the show.
We achieved over 50 pieces of coverage across press and social media, whilst securing third-party advocacy from 40 Instagram and Twitter influencers, with a combined reach of over 500,000.
To discover more of our award-winning work with pet clients click here, or find out more about the services we offer here.