Client: Harringtons
‘Yorkshire Embassy’ PR & social media campaign
100%
brand mentions in earned media & broadcast
1.4m
estimated coverage views
25.2m
views on TikTok
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Get a life!
Here’ show we landed 500 links with one Findability™ campaign.
When Harringtons pet food came to us with help boosting search visibility and brand awareness among city DINKWADs. That’s Dual Income, No Kids, With A Dog. We knew a demand-led content campaign was the answer.
We created an infographic explaining how often dogs need walking based on breed, size, stamina and age. The landing page was fronted my city maps showing how far our pups can walk around some of the country’s most famous parks. Our media stories, pointing back to the campaign, tapped into relevant themes of exercising, walking, city life and expert advice for owners.
The results? More than 500 links across 200 unique referring domains, and the Harringtons site ranking for 150 new informational keywords.
Find out more at the link in comments.
From major-player global-manufacturers to kitchen-table start-ups, the pet food category is everso competitive – all the more reason to invest in a distinctive, memorable PR campaign.
For our dog food client Harringtons, alongside the launch of a new above-the-line campaign - introducing their down-to-earth, straight-woofing mascot ‘Yorkshire Terry’ – we were eager to fetch a fame PR activation that would get tails wagging, tongues dribbling and earn the brand awareness they deserved.
This creative PR stunt earned pet parents’ affection, landed brand-building earned media coverage, high-reach broadcast spots and some TikTok notoriety.
The brief
Bottle deliver a combination of Fame and Findability for Harringtons in the always-on digital PR objectives.
But our singular goal for this campaign was to drive fame in PR channels to make Harringtons better known, more distinctive, relevant, and memorable to a target audience of young, urban, cost-conscious dog parents, delivering impactful earned media coverage.
Creativity & execution
Bottle’s Creative Process starts with research – turned into ‘stimulus’. And for this brief – all things Yorkshire. The cultural hooks, the icons, the celebs, the tropes, the dialect – anything that instantly transports the audience to the home of Aunt Bessie and Arctic Monkeys. From the stimulus, one line stood out: “God’s Own Country”.
We immediately imagined Yorkshire Terry being appointed as the Harringtons Ambassa-dog, on a diplomatic mission to bring the natural, no-nonsense taste of God’s Dog’s Own Country to city-dwelling canine-communities over the Yorkshire border.
After 5 attempts at securing a stately location in central London, we found our Embassy. We produced (edible) passports that could be stamped and the capital’ s dogs granted dual gnash-ionality.
Our pre-publicity pitches - and journo and influencer invites - scored a big extra hit – with ‘The Yorkshire Vet’ offering to film an episode of the TV programme on location at the Yorkshire Embassy. Woof.
Results & impact
We exceeded all client fame KPIs and have scooped up two industry award shortlists.
Earned media:
15 pieces of coverage across national, regional and lifestyle titles, that delivered on the brand prominence that we hard-wired into the picture story. This splash delivered 1.4m estimated coverage views.
Social media:
Dog-fluencers, like @pepethelongpup, helped to accelerate number of eyes across social channels – including 1.2m reach on Facebook and Instagram, plus 25.2m views on TikTok.
Broadcast:
Our spot on a spring episode of the Yorkshire Vet was seen by an average 1.27m viewers, whilst the shout out on BBC Radio York was heard by an average 56k listeners.
Looking for a touch of fame to raise your brand profile?
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