Brief
We recognised a great opportunity for Autarky to engage active dog owners and launched a social media campaign to find three UK canine ambassadors — The Kennel. The aim was to engage dog owners, and we set specific KPIs around this campaign:
- 50 entries
- 50 pieces of influencer coverage
- 1,000 votes
- 200% increase in web traffic on day one of voting
Action
To highlight the range of food for all life stages, we invited entries across three categories — Puppy, Adult and Senior. Up for grabs was a six-month supply of Autarky and unique discount codes to share with the winning dogs’ followers.
Entrants were invited to enter if they had over 1,000 followers. spottydog created a dedicated landing page on the Autarky website with an entry form to drive traffic towards. To kickstart the campaign, we outreached to the national media, dog sporting organisations, and existing Autarky fans to encourage entries.
A judge whittled helped to create a shortlist, but the final decision was a public vote. We created a case study for each dog and ‘Vote for me’ graphics, to enable finalists to encourage their social media followers to vote, helping to raise awareness of the Autarky brand and drive engagement across Autarky’s channels.
Result
Our tactics worked well and we achieved 90+ pieces of influencer coverage. We received 2,000+ votes and website traffic increased by 523% on the day of the voting launch.
To read more about our media relations case studies click here.
