Driving sales for Pointer
Explore how we reached an audience of 14.9m to achieve a 35% sales increase for Pointer.
Challenge
To raise brand awareness for Pointer across two key spaces: stockists and their customers.
Though the business was founded over 70 years ago and despite listings across many pet retailers across the UK, insight indicated there was more room for Pointer to become a well-known and well-loved product in every pet household in the country.
Our prolific experience as a pet PR agency meant we knew exactly what to do.
Solution
We started with insight-led branding strategy work to clearly define how Pointer could engage with dog owners. This was followed with the development of an always-on activation strategy which centred on improving and then maintaining the brand’s visibility across paid, earned, shared and owned media.
The activation plan included a programme of SEO-optimised blog posts, both organic and paid social content and an ‘always on’ reactive press office, which included influencer marketing work.
In addition, the pet PR agency team oversaw quarterly media campaigns, from ideation to execution.
The first brainwave was the Pointer Treasure Hunt.
The Pointer Treasure Hunt was a free, interactive game for dogs, born in our Birmingham office and distributed to contained dog fields across the whole of the UK. Over a 2-week period, dogs and their owners were challenged to complete challenges such as finding treats, completing tricks, and tackling puzzle toys, in return for Pointer products.
Participants could enter a prize draw by tagging Pointer in posts on social media and using the hashtag #PointerTreasureHunt, generating heaps of UCG for the brand, whilst also generating more reach for the campaign and brand.
Impact
- A PR reach of 14.9m
- Coverage in Yahoo! News and heaps of regionals
- An influencer reach of 14.9m
- Most importantly, a sales increase of 35% during the Treasure Hunt period