spottydog was briefed by PitPat to launch its innovative new activity monitor for dogs, build brand awareness and drive consumer and retailer interest.
With three key milestones initially in sight; PATS Telford to launch to UK pet retailers, the first delivery of products pre-Christmas and an international launch at the Consumer Electronics Show in Las Vegas, spottydog used a mixture of hardworking media relations, influencer outreach and brand collaborations to generate strong brand advocacy and awareness.
During PATS Telford, spottydog recruited in-show testers and with their roaming Rovers created shareable video content across the brand’s social channels which included a ‘Dog’s Eye View’ of the show. This was complemented with creative media collateral for the pet trade publications after the event.
In the run up to Christmas and New Year, the official product launch and availablility led to coverage on television and radio (The Gadget Show and BBC Radio Cambridge) as well as the Daily Star, Pet Trade Xtra, Pet Product Marketing, Style Tails, Pet Business World, The Daily Mail, Your Dog, Choice Magazine and Prima.
The third newsworthy event was CES 2016, where spottydog made the most of round the clock social listening to engage with key show influencers and drive on stand traffic. Coverage was achieved in The Metro, i, Sunday Times Ireland, Daily Telegraph, BBC, Marketing Magazine, City AM, USA Today, Wearable Tech Insider, Pet Business World and Pet Trade Xtra.
In total our communications activity reached a global audience of 600 million people and secured a CIPR Midlands 2016 PRide Award in the STEM (Science, Technology, Education and Manufacturing) category.
spottydog communications demonstrated the importance of research and auditing existing channels, making changes as necessary to ensure that the campaign positioning and strategy would support the brief and objectives. The agency dealt well with the supply problems and produce recall, utilising professional and determined media relations to keep PR momentum. The campaign made great use of a variety of channels to reach and engage with their targeted audience.