Celebrating Arden Grange’s 25th birthday party
Explore how we secured over 200 pieces of influencer engagment for Arden Grange.
Challenge
To commemorate the 25th birthday of Arden Grange, a pioneering brand of pet nutrition, we were challenged to deliver a tasteful and on-brand influencer campaign to engage a wide network of pet parents.
We were scouted for this project not only for our pet marketing expertise but our pedigree network of industry contacts, including influencers.
The overarching goal was to increase brand awareness, improve overall social media performance, provide high-quality UGC and drive website traffic.
Solution
We decided to throw Arden Grange a virtual birthday ‘pawty’ and had this activity at the heart of this campaign.
The virtual ‘pawty’ was hosted on Arden Grange’s website and featured a range of fun, inspiration and educational content that pet parents could engage with, which was developed working alongside our high-profile industry contacts, including pet behaviourists, photographers, and sporting groups.
The content included party games for cats and dogs, pet-friendly cake recipes, a photography competition, and even a special ‘PAWty playlist’ with tunes chosen by Arden Grange’s fans.
To continue the celebrations, our team of creatives designed bespoke pawty packs, featuring branded Arden Grange goodies, treats and an invitation to the online celebrations.
The packs were distributed to over 100 members of our engaged of pet influencer network and national charities, who helped promote the virtual pawty to their followers, thus driving engagement, brand awareness and website traffic.
10 influencers were selected to host competitions on their own channels to win bundles of Arden Grange products, helping to further extend the reach of this campaign, and underpinning all social media activity was a campaign hashtag #ArdenGrangePAWTY, which helped raise brand awareness and track UGC posted during the campaign.
Impact
- All KPIs were exceeded during this two-month campaign
- The campaign won a silver CIPR Midlands PRide award for Best Use of Digital and Social Media
- 200+ pieces of UGC and @mentions from influencers (exceeding the KPI by 400%)
- 400+ followers gained during the campaign (exceeding the KPI by 33%)
- 90+ uses of the #ArdenGrangePAWTY hashtag (exceeding the KPI by 125%)
- 1 million+ influencer reach
- 2,000+ unique website visitors during the campaign, increasing the previous month’s traffic by 32%