An award-winning campaign getting dog owners to tap into pet tech brand PitPat

Solution

We quickly identified that traditional product PR wouldn’t cut it for PitPat if we wanted to land top tier, national opportunities to shout about the brand. As a result, we developed a strategy around four key pillars:

• Driving a desire to stock PitPat in retail through making noise at trade shows

• Delivering tactical product targeting to mainstream consumers pet lovers, tech enthusiasts, and dog- sporting groups (think: agility and flyball!)

• Crafting communications that drive sales through major retailers

• Developing PitPat’s reputation within the tech market

We knew our it was important to gauge pet retailer’s knowledge and opinions of pet tech, so audited editorial media, retailers, pet partners, consumers, tech partners and social media. This enabled us to gain a thorough overview of the landscape and allowed us to identify editorial opportunities, and map 200 key influencer targets.

A key part of activity to get the industry talking was to launch PitPat at PATS – the UK’s largest pet trade show. We hosted live on-stand briefings, entered awards, and live posted from the event on social media. Deploying clever tactics, like posting from a camera-wearing dog for a ‘dog’s eye view’, proved a hit.

We wrote a compelling award entry for the brand - and won the New Product Award, cementing PitPat’s credibility and desirability.

Post-PATS, we made sure to keep momentum high and maximised PitPat’s presence at globally leading tech show CES, with round-the-clock media relations and digital activity, securing on-stand briefings and interviews with big media titles. All this gave the small brand a big bark at the show.