c360 was developed to tackle unique challenges faced by businesses, so when we were asked by Canine Cottages to create campaign in the noisiest period in marketing, Q4, we knew we needed a creative, connected campaign to cut through the noise and reach industry journalists and dog lovers.
Our approach focused on our target audiences’ love of dogs. During the ideation stage of our c360 project process, we identified that our audience also loved astrology. By combining these two themes, we created the central theme of Dog Astrology.
To add validity and authenticity to the campaign, we worked with astrologer, Emily Thornton, from the get-go. Together we crafted key personality traits and quirks for each dog and included an in-depth explanation of how each dog may behave based on their star sign – as well as which humans they are most compatible with.
All of this was pulled into a ‘doggy birthchart’ which we hosted as an interactive asset that journalists could link back to and users could flick through to find their dog’s star sign.
The beauty of this campaign is that it allowed us to outreach with multiple angles. We had the angle of dog horoscopes, a birth chart for dogs, key traits for each dog based on their zodiac and the most compatible signs with humans.
The campaign achieved 45 links/coverage in major news outlets.
45 LINKS
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