A brilliant way for companies to increase brand loyalty and build their following is by using brand ambassadors. This summer, we helped Autarky launch their very own campaign to find their next brand ambassadors – The Kennel.
We created The Kennel to drive engagement with their audience across social channels, raise awareness of the brand and recruit new dogs to Autarky feed. The campaign began by allowing online fans to enter their active dogs to become part of Autarky’s passionate team. Autarky was on the hunt for three active dogs – one junior, one adult, and one senior, to showcase the different feed ranges available, raising awareness that it’s suitable for all life stages. With a fantastic prize for three lucky dogs up for grabs, including a 6-month supply of food, entries flew in and we saw a big increase in social engagement from the get-go.
With talk about Autarky building rapidly across social media and the followers positively increasing, the entries were shortlisted to three finalists per category. This was an exciting time as a PR Executive, seeing the finalist’s reactions to being shortlisted and the excitement it brought, was both rewarding and beneficial in understanding our audience on a more personal level.
Once we had our finalists confirmed the voting stage was opened for three weeks. During these three weeks, Autarky gained 91 pieces of influencer coverage, gaining a reach of over 500,000, effectively reaching new audiences and raising awareness of the brand. Through the creation of individual ‘Vote for Me’ graphics, each finalist was able to encourage their own followers to vote for them on their channels and help build brand awareness of Autarky. The voting mechanism we used allowed people to vote once per day, therefore driving traffic to the Autarky website. Through these actions the finalists were able to gain 2,182 votes in total, showing the voting stage was competitive and a great success.
We have now successfully announced Autarky’s three Kennel brand ambassadors to their followers, with all three being excited to be on board and begin promoting the brand and building brand loyalty themselves. Along with their prizes, each ambassador will receive a 10% discount code to promote on their channels and a commitment to post once a week, helping to recruit new consumers into the brand. We are intrigued to see the benefits of having ambassadors on board, however, with the positive reaction we have gained so far, we have no doubt the only way for Autarky is up.