Digital PR Agency

Supporting Pets Through Covid-19

objectives

Smoking Gun worked with national animal charity Support Adoption For Pets to launch a consumer PR campaign as the Covid-19 pandemic hit. The aim was to raise awareness of the launch of an emergency grant that would throw a lifeline to animals in rescues up and down the UK.

Our goal was to deliver widespread national and regional media coverage and digital content during this this hard hitting time for the charity and rescues.

strategy & plan

In order to reach a mass audience and deliver an emotional appeal to pet lovers across the UK, Smoking Gun needed to deliver communications which were impactful and powerful, positioning Support Adoption For Pets as a lifeline for rescue centres and the pets in their care.

The aim was to make rescue centres aware that an emergency fund of £0.5million was available and also to encourage animal fanatics to continue donating throughout the pandemic to help save rescue animals in need.

National news and lifestyle media were the PR focus, but as the story appealed to all areas in the UK, we were able to construct regional angles to target high tier grassroots publications.

campaign outputs

National press story communicating key messages

Regional PR stories sold in across the UK

Created animated content for digital amplification across social media channels

results

41 pieces of quality coverage

across key national, regional and broadcast titles including the Daily Mirror, Daily Star and ITV Granada News

7% of coverage

included messaging to donate and 40% featured messaging to apply for a grant

3,840,089

Total potential media reach of 3,840,089

84% of coverage

included a quote from the charity

2,000

Added Instagram followers

2.9m

social media reach

9.9%

average audience engagement rate across all platforms

289,384

engagements across all social media platforms

As a successful PR agency we understand that relationships and societies make the world go round. Hence our commitment to support great causes by sharing in the spoils of our media adventures.

Each year we promise to give 1% of our annual profits to a chosen charity, as a small gesture of gratitude to inspirational people doing good things with worthwhile organisations. The Starlight Children’s Unit at Wythenshawe Hospital, Manchester, is our current charity of choice.
As a successful PR agency we understand that relationships and societies make the world go round. Hence our commitment to support
great causes by sharing in the spoils of our media adventures.

Each year we promise to give 1% of our annual profits to a chosen charity, as a small gesture of gratitude to inspirational people doing good things with worthwhile organisations. The Starlight Children’s Unit at Wythenshawe Hospital, Manchester, is our current charity of choice.