Using influencers to launch Chuckit! dog toys in the UK
Learn how we invited over 13,000 votes for Chuckit!'s launch challenge.
Challenge
To support the launch Chuckit!’s range of high-quality dog toys in the UK, we were challenged to replicate the success the brand had seen in the US.
As a hugely successful brand in the states, our task was to bring Chuckit! to the UK market and put the brand in front of a new audience, positioning Chuckit! as the must-have dog toy for dogs to our and pet retailers to stock.
Solution
We developed a strategy that would introduce the Chuckit! brand to the UK market with a bang.
In order to help Chuckit! meet its goals in launching in the UK, we wanted to create excitement about the brand among pet owners, so pet shops simply had to stock its products.
As we started this campaign with a blank slate, we developed our strategy that would help us build a bank of authentic imagery, create a buzz on social media, and put the products directly in front of consumers.
The result was ‘The Chuckit! Challenge’ which put the brand’s distinctive orange and blue balls in the hands (and paws) of influential figures, including pet influencers, the pet press and dog charities.
To generate high-profile interest, we selected a group of popular dog influencers who were gifted the products, giving them no excuse not to enter the challenge! Entrants were required to submit imagery of their pooches with their favourite Chuckit! Products which created a stream of testimonials and UGC.
Entries were whittled down to a shortlist and the public was enlisted to vote for their Chuckit! Challenge Champion, creating further engagement and some healthy competition.
Using the UK’s biggest dog show, Crufts, as a launchpad, we enlisted the help of celebrity canine judges and with incredible prizes up for grabs, it was the ideal place to reaffirm Chuckit!’s entry to the UK.
Impact
- The Chuckit! Challenge was a huge success in launching the brand in the UK and proved successful year-on-year in providing news value and increasing brand awareness on social media
- Achieved 40 pieces of coverage in six months with key titles such as Your Dog Magazine and endorsement from popular dog influencers
- There were over 13,000 votes in the challenge and 717 entries
- This initial campaign developed into a four-year partnership, with Leopard Co supporting on subsequent campaigns to elevate the brand’s pet marketing strategy and overall brand awareness in the UK