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Key Results

0 %

increase in Facebook engagements

0

web sessions

0 %

increase in social shares and comments

Campaign Overview

Sector

Travel

Expertise

Content Marketing, Digital PR, Design and Development

Leading the way for Dog-Friendly holiday’s across the UK, Canine Cottages offers accommodation that not only welcomes dogs but promotes adventure!

Part of The Travel Chapter, the brand allows passionate pet owners to ensure their entire family (including the furry members) are able to ensure some time away with a selection of dog friendly properties.

With the creation of our DOGpelganger campaign, we worked to support Canine Cottages in increasing social engagement and brand awareness and saw incredible results!

Client Testimonal

“It was amazing not only seeing all the Dogpelgangers enter our competition, but engaging with one another, commenting and liking each other’s photos – you’d never have thought it was a competition to win a holiday! At Canine Cottages, we know just how fun and friendly an audience dog-owners can be, so it was great to be able to promote this awesome and engaging piece of content, watching all the wonderful photos come in within seconds of going live. Not only that, but we’re proud to recognise that the winners – both human and dog – have the same heterochromia iridis (two different coloured eyes) as each other. We were amazed by their photo, and it seems as though the majority of the public were too!”

Simon Lockyer – Social Media Manager, Travel Chapter/Canine Cottages

The Objective

With a very niche offering of Dog-Friendly Holidays, Canine Cottages had the unique challenge of reaching a very specific target audience and required a campaign that would both raise awareness and increase traffic to their site.

The Solution

To meet Canine Cottage’s requirements, we devised “DOGpelganger” – an interactive social media contest that encouraged pet owners who believed they had physical similarities to their dog to submit pictures for a chance to win £500 towards a Canine Cottages pet-friendly holiday.

With a particular focus on increasing social interaction building authoritative links to the Canine Cottages site, our objective was to:

  • Increase engagement and social interaction on the Canine Cottages social channels (Facebook, Instagram, Twitter).
  • Raise brand awareness and online visibility of the Canine Cottages brand.
  • Create new linking domains and drive traffic to the Canine Cottages website.

Strategy

From very early on, it was determined that the campaign had to be driven by a tenacious, highly targeted Social and PR strategy and an irresistible asset that was topical and simple, but highly engaging.

The DOGpelganger campaign involved input from across Blueclaw and success was assured by the project being divided into three rigorous phases –

  • Strategy, ideation and pre-outreach
  • Research, design and content development
  • PR, promotion and link earning Strategy, Ideation and Pre-outreach.

To ensure all goals were met, the SEO team worked closely with the Content and PR team to create an ambitious target audience media list of strong sites that met one or more of the following criteria –

  • High Trust Flow
  • Highly visited
  • Topically-relevant to pet owners, travel enthusiasts and more
  • Proven to provide links

Design and Development

To promote and increase online interaction and social media engagement, the campaign was hosted on the Canine Cottages dedicated Facebook page. All entries were submitted via the Facebook page and following the entry deadline, users were pushed to a landing page on the Canine Cottages site to vote (via their Facebook login) for who they thought was the best owner/dog duo.

Ultimately, the campaign was executed across Social Media, but was outreached, delivered, and approached like a traditional Digital PR piece – a hybrid of sort.

Our Results

The campaign saw a massive influx of entries and engagement, and in the end the results spoke for themselves –

56.6% increase in Facebook engagements compared to previous period

316% increase in social shares

19% increase in Instagram engagements compared to previous period

Additionally, the following results were achieved –

  • Campaign posts reached over 120,000 people
  • Seen by Facebook users in more than 93 countries
  • 10,011 web sessions
  • Increased social media engagement: 4,500 votes, 185+ entries, 85 shares, 375 comments, 600+ social likes

Dogpelganger

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