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Pet parents want to give their fur babies the best. But with so much information available, which brand can they trust?
To stand out we needed to do more than educate on our nutritional expertise – we needed to build brand love.
Champion Petfoods needed a campaign that not only made them stand out in the crowded premium petfood category, but also captured the hearts and minds of pet parents to become THE trusted go-to brand.
We developed an influencer strategy to boost brand awareness, trust and credibility that centred on the universal love of pets. We created content that pet owners would value and engage with, delivered through channels they use and by real pet owners they trust.
Using our proprietary tool, PUNCH, we identified ambassadors who scored highly in brand authority, relevance, impact and authenticity. Then we categorised by objective, with Macro influencers driving awareness, Mid-tier establishing credibility and Micro engaging niche pet communities.
By partnering with trusted pet owners, creating content our audience would value, and delivering it through relevant channels, we created a powerful drumbeat of authentic brand storytelling. Stories were then amplified through earned media, strategic paid support and charity partnership to drive further reach and exposure.
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