Our objective was to run a social media campaign to promote the Pet Head range through a social movement & competition in which we asked members of the public to post a photo or video of their dog’s #CuddleReady moments on socials. To reach as many people as possible and increase brand awareness for Pet Head, we sought to collaborate with numerous influencers across the UK & US to post their own #CuddleReady moment and share the competition with their followers.

Our influencer marketing strategy involved identifying which influencers in the industry would be fit for purpose and how we would create the perception that Pet Head was a virally endorsed brand on social media. To achieve this, we targeted three main categories of influencers – Authorities (pet professionals & groomers), Tastemakers (<100K followers) and Nanos (>50K followers).

To help cut through the masses of pet brands likely landing in these influencers’ DMs, we crafted messaging to excite & engage. We also created detailed creative briefs to guide those influencers to create content aligned with our campaign objectives.

During our outreach process, we quickly realised that the US would be a much harder influencer market to crack due to vastly lower response rates and higher costs than those we were seeing in the UK. To combat this, we increased our outreach efforts dramatically, thinking outside the box to engage with a diverse audience beyond the more typical ‘dog accounts’ and into family, lifestyle and beyond.

Our team managed the entire influencer partnership lifecycle, from outreach to product shipment, receipt of assets, and payment processes. Daily monitoring was crucial to ensuring timely product dispatch and creating lasting relationships with these influencers.

Alongside this, we implemented daily community management across the key social accounts, responding to comments on our key campaign posts and even manually reaching out to encourage additional entries for the #CuddleReady competition.