Here are fifteen successful pet PR programs in the pet industry that have effectively boosted brand visibility, engaged pet owners, and driven positive outcomes:
1. BarkBox’s “BarkBox Day”
Background: BarkBox, a subscription service for dog toys and treats, created a special day called “BarkBox Day” to celebrate dogs and their owners.
Strategy: The PR program involved a national campaign with social media contests, special offers, and a community event encouraging pet owners to share photos and stories about their dogs. They collaborated with influencers and dog-centric brands to amplify the message.
Outcome: The campaign generated significant social media engagement and increased brand awareness, helping BarkBox strengthen its community and drive subscription growth.
2. Purina’s “Petcentric” Campaign
Background: Purina launched “Petcentric,” a campaign aimed at showcasing the emotional bonds between pets and their owners.
Strategy: The campaign featured heartwarming stories, videos, and user-generated content shared through social media and a dedicated website. Purina also engaged pet influencers to create relatable content.
Outcome: The campaign successfully resonated with pet owners, enhancing Purina’s brand image as a caring and involved pet food company, leading to increased engagement and loyalty.
3. Pedigree’s “Pedigree Foundation”
Background: Pedigree used its foundation to support dog shelters and adoption efforts.
Strategy: The pet PR program included a series of events and social media campaigns highlighting adoption stories, shelter needs, and ways to help. Pedigree partnered with celebrities and influencers to raise awareness and encourage donations.
Outcome: The campaign raised significant funds for shelters, boosted Pedigree’s reputation as a socially responsible brand, and drove positive media coverage.
4. Rover’s “Dog People Series”
Background: Rover, a pet-sitting and dog-walking service, launched a content series celebrating dog lovers.
Strategy: The PR program involved producing video content and articles featuring interesting dog owners and their stories. Rover promoted the series through social media, email marketing, and partnerships with pet bloggers.
Outcome: The campaign increased brand visibility, engaged dog owners, and reinforced Rover’s image as a trusted and community-oriented pet service provider.
5. Chewy’s “Chewy Gives Back”
Background: Chewy, an online pet retailer, launched “Chewy Gives Back” to support pet welfare organizations.
Strategy: The PR campaign included partnerships with shelters and rescue groups, donations of pet supplies, and storytelling about the impact of the contributions. Chewy used social media and press releases to highlight these efforts.
Outcome: The program enhanced Chewy’s reputation as a socially responsible brand and built stronger connections with pet owners and advocacy groups.
6. Hill’s Science Diet’s “Pet Heroes” Campaign
Background: Hill’s Science Diet aimed to honor pets who make a difference in their owners’ lives.
Strategy: The campaign included a national contest where pet owners could nominate their pets for acts of bravery or companionship. Hill’s used social media, press releases, and influencer partnerships to promote the contest and share winning stories.
Outcome: The campaign generated significant media coverage, increased engagement with the brand, and reinforced Hill’s commitment to pet health and well-being.
7. The Petco Foundation’s “Holiday Wishes”
Background: The Petco Foundation launched the “Holiday Wishes” campaign to support animal welfare organizations during the holiday season.
Strategy: The PR program featured a grant-giving contest where shelters could submit stories about their impact. The campaign included social media promotion, press releases, and collaboration with pet celebrities to draw attention.
Outcome: The campaign raised awareness for animal shelters, boosted donations, and enhanced Petco’s brand image as a leading supporter of pet welfare.
8. Farmers Insurance’s “Dogs of the Year”
Background: Farmers Insurance created a campaign to celebrate and protect pets with humorous “Dogs of the Year” awards.
Strategy: The PR program included a series of entertaining videos and social media content showcasing various dogs and their unique qualities. They partnered with pet influencers to extend the reach of the campaign.
Outcome: The campaign went viral, generating high engagement on social media and reinforcing Farmers Insurance’s association with pet care and protection.
9. Merrick Pet Care’s “Get a Taste of Merrick”
Background: Merrick Pet Care wanted to promote its new line of pet foods.
Strategy: The PR campaign involved sending free samples to pet influencers and bloggers, who shared their experiences with the products through reviews and social media posts. They also hosted a series of events and promotions in pet stores.
Outcome: The campaign effectively increased product awareness, generated positive reviews, and drove sales of Merrick’s pet food products.
10. PetSmart’s “PetSmart Charities”
Background: PetSmart Charities works to improve the lives of pets and support adoption efforts.
Strategy: The PR program included nationwide adoption events, in-store fundraising campaigns, and partnerships with pet influencers to promote adoption and charitable initiatives. Social media campaigns and press releases highlighted these efforts.
Outcome: The campaign boosted awareness for PetSmart Charities, increased adoptions, and reinforced PetSmart’s commitment to animal welfare.
11. Bissell’s “Bissell Pet Foundation”
Background: Bissell, known for its cleaning products, created the Bissell Pet Foundation to support pet adoption and pet care.
Strategy: The PR campaign included storytelling about rescued pets, partnerships with shelters, and social media promotions to raise awareness and drive donations. Bissell also featured success stories and promoted adoption events.
Outcome: The campaign helped increase donations to the foundation, built brand loyalty, and positioned Bissell as a pet-friendly company.
12. Rachael Ray Nutrish’s “Rescue” Campaign
Background: Rachael Ray Nutrish aimed to support pet rescues and promote its pet food line.
Strategy: The PR campaign featured partnerships with rescue organizations, social media contests, and donations from sales of Nutrish products. The campaign included compelling stories of rescued pets and their new homes.
Outcome: The campaign successfully raised awareness for pet rescues, generated positive media coverage, and boosted sales of Nutrish pet food.
13. PetSafe’s “Bark for Your Park”
Background: PetSafe wanted to promote its products and support local pet parks.
Strategy: The campaign included a nationwide contest where communities could win grants for park improvements. PetSafe used social media, local events, and press releases to engage with pet owners and promote the contest.
Outcome: The campaign increased brand visibility, engaged local communities, and supported the development of pet-friendly parks.
14. Wellness Pet Food’s “30 Days to Wellness” Challenge
Background: Wellness Pet Food created a challenge to promote its pet food products.
Strategy: The PR program involved a 30-day challenge encouraging pet owners to switch to Wellness Pet Food and document their pets’ health improvements. Participants shared their experiences on social media, supported by influencer endorsements and testimonials.
Outcome: The campaign generated user-generated content, increased brand awareness, and drove product trials and sales.
15. Royal Canin’s “My Pet, My Royal Canin”
Background: Royal Canin aimed to highlight the personalization aspect of its pet food products.
Strategy: The PR campaign included a series of personalized ads and social media content showcasing how Royal Canin tailors its products to individual pets’ needs. They also engaged pet owners through interactive online tools and content.
Outcome: The campaign successfully reinforced Royal Canin’s brand position as a provider of customized pet nutrition, leading to increased consumer engagement and brand loyalty.
These PR programs demonstrate a range of strategies from emotional storytelling and community engagement to influencer partnerships and innovative campaigns. Each program effectively captured the attention of pet owners and highlighted the brands’ commitment to pet welfare and product excellence.