A social and PR campaign to find
Cath Kidston their Next Dog Model
Social case studies
A competition finding the best looking dog -
and some even better looking engagement numbers.
Cath Kidston wanted to run a campaign to engage their audience and announce their newest collection - London People. It needed to be very on brand and resonate well with their audience, so involving dogs was a no brainer.
Cath Kidston had a new pets collection coming out and needed a dog to model the products. Instead of hiring a pet agency to recruit one, we took to social media and gave Cath Kidston fans the opportunity for their pooch to become the next CK model, receive unlimited dog wear and accessories, and be the face of the next campaign. This was the perfect audience strategy to get dedicated fans engaged with the new product launch from the very start.
We launched a job ad on site, looking for a dog model to star in their next campaign. To apply, users just had to share a picture on social media of their pup, tagging Cath Kidston in. The job ad was then seeded across Facebook and Instagram along with PR activity, sharing the campaign with national and lifestyle press to find the next CK model. This was all organic and earned media, and the campaign spread in minutes.
159 media publications covered the campaign, including the likes of Marie Claire, Tyla, The Sun, and more. 100% of these included a link back to the site and the job ad. As a result of this, the media coverage and social noise drove 11,387 people to the site and 14,222 pooch applications on social media for the opportunity of a lifetime.
The chosen pup, Jorah, has just taken part in the photoshoot, so keep your eyes peeled for him on the Cath Kidston site.