thebluedoor has been successfully working with Interpet, one of the world’s largest pet specialist suppliers, since the start of 2011 driving its offline media relations activity across all its key brands including Mikki, its brand specialising in pet grooming and training products.
When Mikki wanted to increase the number of ‘Likes’ and engagement on its Facebook Page, the Britain’s Next Dog Model competition was born. Conceived and implemented by thebluedoor, this UK-wide competition was administered via a bespoke Facebook app which encouraged doting dog owners to enter their pets and compete for top spot. Entrants were encouraged to lobby their friends and family to vote by going to the Facebook page and registering their support.
Campaigning dog-lovers got involved with making YouTube videos, canvassing at country fairs, as well as handing out flyers and posters at stations. In addition, the competition caught the eyes of the national, regional and trade press, with a little encouragement from thebluedoor’s media relations team. This three month long campaign saw Interpet’s Facebook community greatly expand, along with page activity increase by over 300%, as well as retail sales via Interpet’s ecommerce partner climb three-fold over the same year-on-year period.
To top it all, the campaign won the National Pet Month ‘Special Event’ award for 2011!
