The Challenge
Nobull won the Podium Pets Products account in October 2021 and we worked with this UK-based, primarily wholesale-based, brand to rebuild and scale a paid media strategy that had been delivering poor engagement across two brands, and to promote its portfolio of pet-focussed products via social, influencer and media relations.
Their aim was to increase sales for the Be:Loved and Dog Rocks, to engage with consumers and create two-way conversations, promote and strengthen the Podium Pets 'mother' brand and to develop the Be:Loved voice and visual identity. Through engaging, lively content, they were aiming to increase direct to consumer visibility and awareness, establish an influencer relations strategy and build brand advocacy, and to win lots of media coverage, across consumer and trade.
The Solution
Our creative team proposed and put together a strategic campaign plan for Podium Pet Products, Be:Loved and Dog Rocks. We set about delivering high quality creative into a much more granular paid media structure, to offer detailed insight into engaged regions and audience segments.
Along with regular press releases, the planning and creation of social media content, and influencer relations, to spread awareness and to strengthen the Be:Loved brand, we planned and managed a small influencer event in London. The event consisted of brand Be:Loved, teaming up with Smith and Whistle at the Sheraton Grand London Park Lane to create an extra special Valentine date for influencers and their dog. The exclusive invitation included two complimentary cocktails and ‘dogtails’, along with a complimentary Be:Loved goody bag full of pampering dog products. All influencers that attended were asking in exchange for posts and stories on Instagram.
As well as regularly contacting influencers, with our extensive network of clients we brought Rosy Kelly (Lorraine Kelly’s daughter), and her dog Ruby, on board with Be:Loved as ambassadors for the brand.
The Results
Organic social results saw a huge increase, particularly on Be:Loved, with Instagram followers up 500% (on previous three months), and overall engagements up 173.4%.
As a result, we scaled marketing spend by 250% whilst halving advert cost per click, and doubling advert engagement rate, contributing to a successful year across all three territories.
