Brief
Briefed by Chuckit! since 2016, spottydog was initially tasked with helping the brand to launch itself into a new audience of dog lovers in the UK through a Social Media agency, us! spottydog continues to support the brand, which is known for its range of brightly coloured, dynamic dog toys, by sniffing out new brand advocates, growing its digital audience and raising brand awareness.
As well as managing the day-to-day running and creating compelling content for Chuckit! UK’s social media accounts, spottydog developed a campaign as a PR vehicle to further drive brand awareness, social media growth and engagement —the ‘Chuckit! Challenge’.
Action
We decided to put Chuckit!’s dynamic toys at the heart of the campaign. Entrants to the challenge are required to submit photos and videos of their pooches with their favourite Chuckit! products to their own social media channels using the required hashtag. This creates organic testimonials and user-generated photography to use across social media channels as well as credible third-party endorsements for their products. The entries are then whittled down to a shortlist of three, with the public voting for their ultimate Chuckit! Challenge champion — creating some healthy competition!
Using the world’s biggest dog show, Crufts, as a launchpad, enlisting the help of celebrity canine judges and with incredible prizes up for grabs, the challenge continues to be a highlight in the Chuckit! social calendar.
Result
The Chuckit! Challenge has proved successful year-on-year in providing news value as well as increasing brand awareness on social media. Some highlights include spottydog delivering 40 pieces of coverage in six months, over 13,000 votes in the challenge in 2019, 717 entries in 2017, national press coverage in titles such as Your Dog Magazine, endorsement from canine influencers, bringing new followers to the Chuckit! social channels and creating exciting conversations with existing fans.
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