Brief:
Arden Grange is a pet-food brand that needs little introduction, with a global reputation for its high-quality dog and cat feeds. We were briefed to support its anniversary celebrations, commemorating 25 years of trusted nutrition. We were scouted for not only our pet-market expertise, but our pedigree network of industry contacts, including influencers.
The brief required us to deliver a tasteful and on-brand birthday celebration influencer campaign to engage a wide network of pet owners:
- Increase brand awareness
- Increase social media voice, engagement and followers
- Provide high-quality user generated content
- Drive website traffic
Our KPIs were to drive:
- 40 pieces of third-party coverage
- 40 #ArdenGrangePAWty hashtag use
- 1,000 unique landing page visitors
- Increase Instagram followers by 300 during campaign period
Action:
Through our deep understanding of the pet market, and experience of driving influencer engagement, we decided to put a virtual ‘PAWty’ at the heart of the campaign. We created a suite of fun, inspirational, and educational content for pet owners to engage with, which included working alongside our high-profile industry contacts — including pet behaviourists, photographers, and sporting groups.
Within the ‘virtual PAWty’, we featured PAWty games for cats and dogs, pet-friendly cake recipes, a photography competition, and even a special ‘PAWty playlist’ with tunes chosen by Arden Grange’s fans. The context mix ensured that we developed ensured that we tapped into the brand’s playful side, while also portraying some core brand messages around nutrition and behaviour.
Our internal studio team of pedigree designers created bespoke PAWty packs, featuring branded Arden Grange goodies, treats, and an invite to the online celebrations. The packs were distributed to over 100 members of our engaged of pet influencer network and national charities, who helped promote the virtual PAWty to their followers, thus driving engagement, brand awareness and website traffic.
We also invited Arden Grange’s top 10 influencer contacts to host competitions on their own channels to win bundles of Arden Grange products, helping to further extend the reach of the campaign. Our social media consultants provided the influencers with bespoke ‘cheat sheets’ to empower them to manage the competitions and ensure they were aligned to the Arden Grange brand and tone of voice. As part of the entry mechanic, entrants were required to follow the Arden Grange Instagram page.
There was also a campaign hashtag (#ArdenGrangePAWTY) to increase brand awareness and social media voice, as well as enabling us to track the user generated content posted across Instagram.
Result:
The client was delighted with the results and expressed that the project results were beyond their expectations. We exceeded all KPIs that were set over the two-month campaign period:
- 200+ pieces of unique pieces of user generated content and @ mentions from influencers (exceeding the KPI by 400%)
- 400+ followers gained during the two-month campaign period (exceeding the KPI by 33%)
- 90+ uses of the #ArdenGrangePAWTY hashtag (exceeding the KPI by 125%)
- 1 million+ influencer reach
- 2,000+ unique website visitors during the two-month campaign period, increasing the previous month’s traffic by 32%
There was outstanding feedback from the influencers, helping to solidify Arden Grange’s relationship with the pet community and reinforce the reputation of the business.
To read more about our pet sector case studies click here.
