Positioning Pointer as a Leading Pet Brand
Brief
Pointer is “where family, tradition and innovation meet to make delicious dog treats.” Born in South Yorkshire in the 1950s, Pointer is part of the celebrated Fold Hill Foods Ltd pet company, which boasts several well-known brands amongst its roster including Fold Hill, Laughing Dog and Chewdles.
Challenge
Thanks to our prolific experience in the pet sector, which dates back almost two decades, Pointer briefed Leopard Co to help raise brand awareness 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.
That’s where we were given our time to shine.
Solution
We started with insight led branding strategy work to clearly define how Pointer could engage with dog owners. This was followed through 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 plan of SEO-optimised blog posts, both organic and paid social content and an ‘always on’ reactive press office, which includes influencer marketing work.
On top of this, the team is set to oversee quarterly PR campaigns, from ideation to execution. The first of which 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
The Pointer Treasure Hunt reached hundreds of thousands of social media users, and generated keen interest in the press, attracting coverage in the likes of Yahoo! News UK, St Helens Star, Somerset County Gazette, Yorkshire Times and more. Collectively, the coverage of the hunt had a reach of 14.9m.
The influencers involved in the campaign had a collective following of 64,055, broadcasting the Pointer Treasure Hunt to their audiences with entertaining, compelling content made up of Reels, grid posts and stories.
Our client is extremely happy with the love shown to the Pointer brand and its enhanced position in the market because of the Treasure Hunt. The execution exceeded our expectations, with the contained dog fields involved in the hunt really working with us to push the campaign even further and the influencers helping to amplify our messages.