USING CREATIVITY TO DELIVER LINKS FOR CANINE COTTAGES
We were challenged to create a fun and creative campaign to drive links and coverage for Canine Cottages in December – a notoriously difficult time for PR outreach.
We created a unique campaign to capture the interest of our target audience and the press by combining two things we know people are interested in reading about – dogs and 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.