BRIEF:
As the UK’s No.1 joint supplement brand, YuMOVE asked us to raise awareness of their sponsorship of the agility course at CRUFTS.
SOLUTION:
Since CRUFTS is widely viewed as the ‘Olympics for dogs’ we felt it deserved a torch-relay style race to act as an opening ceremony. We recruited 6 dogs and trained them over 6 weeks (tying into YuMOVE’s 6-week money back promise) with the help of British Olympian and world’s fastest vet, Laura Muir. And the icing on the cake was the race mapped out a dogs face using running app Strava.
RESULTS:
With over 100 pieces of national and regional coverage and a reach of over 300M we dominated editorial share of voice around CRUFTS, smashing our KPIs. We followed that with a consumer 6-week challenge on social that received 30K organic impressions on the first day alone.
