spottydog was briefed by Chuckit! a brand that prides itself on having revolutionised the classic game of fetch with its range of brightly coloured dynamic dog toys. Looking to sniff out new brand advocates and grow its digital audience – Chuckit! briefed spottydog to help ‘launcher’ it into a new group of dog loving people.
With two strands to the activity in both the consumer and retail space; spottydog used one creative platform the ‘Chuckit Challenge’ to give itself a PR vehicle drive to different results – one meeting the objective of wider stockist availability and one consumer brand awareness. Using the Chuckit Challenge mechanic, spottydog created a self generated content led competition for its consumers across its online platforms, while in the trade arena it used an annual retailer event to host a live challenge. Due to its success, in 2018, the Chuckit Challenge is in its third consecutive year.
The Chuckit Challenge has proved successful year on year in providing news value as well as increasing brand awareness on social media. In 2016, spottydog delivered 40 pieces of coverage in six months, increased the brand social channels by 343% and saw over 3000 entries and votes in the Chuckit Challenge. In 2017 the competition delivered nearly 5,000 votes and entries, reached 3x as many consumers and more than doubled the Chuckit social media audience.