Using PR and Influencers to Raise Awareness for Purpose-Led Dog Food Brand, Miraculous Meals

Client

Bristan

Industry

Home & Property

Year

2021

Discover how pet marketing agency, Leopard Co, reached over 75 million people for purpose-led dog food brand, Miraculous Meals.

Challenge

As purpose-driven brand Miraculous Meals entered an exciting new chapter with Will Young joining as one of its Co-Founders, we were tasked with using its unique brand proposition to raise awareness among its target audience - pet owners across the UK.

With only a week to get things in motion, we had to act quickly…

Solution

We tapped into our wealth of expertise in marketing pet brands and created a PR and influencer strategy that would enable us to engage with our target audience through various mediums — from key national titles to micro pet influencers.

Using the hook of National Rescue Dog Day, we developed a strategic media outreach plan which successfully leveraged Will Young’s profile as a public figure and raised awareness for Miraculous Meals’ overarching mission — to give back to dog rescue centres across the UK and end the UK's dog rescue crisis.

This involved:

PR: Maintaining an always-on proactive and reactive approach to PR, engaging journalists across national, regional, consumer and pet trade titles to secure impactful coverage and land interviews with the brand’s newest champion, Will Young.
Pet Influencers: Working with our network of pet influencers to amplify the news and raise brand awareness by asking them to become a “Miracle Maker” — a pledge to support ending the UK’s dog rescue crisis. Through a personalised outreach programme, paired with product sampling and affiliate collaborations, this activity generated a stream of social media content about the brand and Will Young’s new position at the organisation.

Impact

Over the course of six weeks, we:

Raised brand awareness by securing widespread national, regional, consumer, and pet trade media coverage which reached of over 75 million people.
Boosted brand visibility by ensuring backlinks to the Miraculous Meals website were secured in over 50% of coverage and maintained an average DA score of 69.5 across the campaign coverage secured.
Increased Miraculous Meals’ share of voice by 48.3% when compared to two competitors, Boost and Harringtons.
Leveraged our relationships and Miraculous Meals’ unique brand proposition to secure coverage which was 95.3% positive or neutral in sentiment.
Managed high-profile interviews with co-founder Will Young, generating brand-aligned media coverage and positioning Miraculous Meals in front of a much larger audience. This included interviews with Metro, The Observer and The I Paper.
Expanded Miraculous Meals’ social media presence by collaborating with 20 influencers to produce over 30 pieces of content, reaching an additional 462,800 people.