To engage with new owners of puppies and kittens to build loyalty to Petbarn early in their relationship as pet parents.
Pet parents treat their puppy or kitten as their own child and want the community to appreciate the cuteness of their ‘fur baby.’
PPR developed Petbarn’s Puppy and Kitten of the Year competition – tapping into the pride pet parents have for their fur babies and the shareability of cute pet pics.
47 pieces of media coverage reached an audience of 1.4 million. In total 5,300 photo entries were made to the competition with 68.2k votes from participants. This exceeded all expectations with a KPI of approximately 500 entries initially. Across social media, the campaign achieved a social reach of over 392,000 assisted by 14 unpaid influencer posts, this reflected a 100% success rate with every influencer that received a kit posting about the campaign.