Digital PR Agency

Rehousing ‘Lovedogs’ for National Dog Day

objectives

Support Adoption for Pets wanted to cement its position as the number one supporter of pet rescue centres in the UK. The best way to do this was by spreading the message that every pet deserves a home, emphasised by putting that idea into practice for National Dog Day.

Raise Awareness for Support Adoption For Pets and its grant scheme

Drive in-store donations in Pets At Home stores across the UK

Consolidate Support Adoption For Pets’ position as the country’s leading supporter of rescue centres

Communicate that every pet deserves a happy home, driving three actions— DONATE, APPLY, ADOPT

strategy

Smoking Gun responded with the following actions:

Detailed written and visual media materials issued to leading print, broadcast and digital titles

Liaisons with BBC Radio Lancashire, BBC Radio Sheffield and BBC North West Tonight to highlight the essential work of Support Adoption For Pets

Call-outs issued for rescue centres to submit entries for National Dog Day, an awareness day to celebrate dogs that we used as a means to highlight and encourage adoption

Following the call-outs, two lurchers, Samir and Sabiha from Tia Rescue, were selected as the central story for National Dog Day. The inseparable ‘lovedogs’ had helped each other survive as a team and now needed a home together

*Social media campaign launched, focused on Samir and Sabiha, with details of their situation and history sent to UK press

results

4.9million

Social media reach, an increase of 26% month-on-month

175,000 engagements

4% rising to 7% for #NationalDogDay, an increase of 50% month-on-month

17 pieces of media coverage

with an average Domain Authority of 71 (industry standard is 20)

1,966,736

Media reach

results

4.9million

175,000 engagements

17 pieces of media coverage

1,966,736

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