We were briefed by Earth Animal to deliver communications and a pet influencer strategy to support the UK launch of its award-winning No-Hide® Wholesome Chews. Its range of dog chews, which are already a hit in the US, are the first of their kind, offering a healthy, long-lasting alternative to rawhide with natural ingredients.
With the aim of driving retail purchase of No-Hide®, the brief incorporated creating UK brand champions and securing third-party advocacy across the media and dog influencer community. In addition, our activity involved using Crufts as a springboard for driving brand awareness.
We developed a strategy that would enable us to engage with both key media titles and influencers to raise Earth Animal’s UK profile.
The first step was to create a press kit for us to pitch No-Hide® to consumer media and introduce the market to Earth Animal’s brand proposition. Tapping into existing US marketing activity, we ensured that brand messaging was always consistent, showcasing Earth Animal as a brand that is dedicated to caring for animals, people and the Earth. We targeted a range of consumer media — from specialist dog press, such as Your Dog Magazine, to consumer press that have pet columns or shopping pages.
In tandem, we outreached to UK influencers, targeting those who reflected Earth Animal’s core values. We provided influencers with a free Chew relevant to the dog’s size and taste preference, while educating them about the brand and product. Central to our influencer activity was Earth Animal’s ‘Chews to Make a Difference’ initiative, which we brought to life by inviting influencers to nominate either another influencer or a local rehoming centre to receive a free Chew. This helped build a loyal and passionate following of Earth Animals and showcase the brand’s core values.
We supported the brand at the UK’s biggest dog show, Crufts, which was used as a platform to help introduce the products to UK consumers. We invited influencers to the stand to sample products, as well as gifting Chews to deserving dogs representing UK charities at the show. We also provided social media support during the event with live updates encouraging Crufts attendees to visit the stand with exciting competitions and opportunities to nominate their favourite charities to receive a large quantity of Chews, further publicising the ‘Chews to Make a Difference’ initiative.
Our activity helped Earth Animal build strong foundations within the UK pet market and inform both retailers and consumers about its innovative No-Hide® Wholesome Chews.
spottydog achieved over 50 pieces of coverage across press and social media. Across the media landscape, we gained coverage in key titles such as K9 Magazine, Your Dog Magazine and Pet Business World. Within the digital community, we secured third-party advocacy from 40 Instagram and Twitter influencers, totalling a combined reach of over 500,000.