Premium American pet food brand CANIDAE is new to the UK and Umpf was asked to help create a buzz around the company’s launch at Crufts 2015.
Umpf was tasked with raising awareness of the brand among its key demographic, dog owners with a keen interest in their pet’s health, and creating an on-site buzz to draw consumers to CANIDAE’s stand where the team could begin a conversation about the brand, encourage trial of the product and generate sales.
We wanted to utilise a digital mechanic to create a reason for show visitors to take their on-site experience online to encourage social sharing and longer-term interaction while creating a digital bank of branded content for CANIDAE.
We created the World’s First Dog Selfie Mirror. The idea was to both launch the brand to dog-owning consumers and also to create a bank of owned and shareable social media content that could be used to engage fans going forwards.
As a premium pet food brand, CANIDAE’s target audience is devoted dog-owners and so Crufts was the perfect arena to create introductions and develop a relationship with influential advocates. Our strategy was to provide visitors with a lasting reminder of their day at Crufts, as well as positioning CANIDAE as a fun and friendly brand.
We required an eye-catching on-stand stunt to compete with the plethora of 16 other dog food brands exhibiting at Crufts, and so we created the Dog Selfie Mirror. The Dog Selfie Mirror invited visitors to bring their pets on-stand to snap their own ‘selfie’ which was then shared to CANIDAE’s social channels – taking the at-show buzz into the online space. A key part of our strategy was that the dog needed to genuinely take their own ‘selfie’, not for the technology to be operated by humans. Participation was incentivised: one dog’s owner was awarded a year’s supply of CANIDAE each day of the four-day show.
The Dog Selfie Mirror comprised a touchscreen monitor, HD webcam and – most importantly – a pressure-sensitive mat. The Mirror was mounted on to the back wall of the existing CANIDAE stand at Crufts, ensuring that show visitors could see the buzz surrounding the technology but also encouraging them to step on-stand to take part. Branded speech bubble props and toys were also on-hand.
Visitors were invited on-stand to try the Mirror and, when the dog stood on the pressure-sensitive mat, the shutter was triggered and a photo was captured and immediately tweeted from the CANIDAE account. Images were also auto-posted to CANIDAE’s Facebook page. Users were offered the chance to retweet or comment on their image for another entry into the competition and daily winners were announced only on the Facebook and Twitter pages each day, further encouraging show visitors to take the relationship online.
More than 350 individual dogs (nine dogs per hour) took ‘selfies’ during Crufts, with many returning for a second snap throughout the course of the show. Many of these dogs were visiting the show with larger groups of dog-owners who were not able to bring their pet, so the actual number of consumers engaged face-to-face is many multiples of this.
Many of the stand visitors sought out the Mirror after hearing about it via media coverage, social media or word-of-mouth, and a large number decided to take advantage of the show offers after being introduced to the brand via the Mirror.
The Dog Selfie Mirror generated 37 pieces of coverage: 86% of this was CANIDAE-branded including Channel 5 News, The Telegraph, Tag S4C (Welsh TV), The Independent, Daily Express and Heat Magazine. Video content recorded by Press Association was used across key online sites including MSN, Yahoo! News, AOL and Huffington Post and combined circulation of this coverage was 245,358,895.
Organic social content achieved a reach of 106,615 during Crufts (34,815 via Facebook and 71,800 via Twitter) while Facebook fans and Twitter followers increased by an average of 20.5% over the four-day period.
PR & social media, with a bit more