Pet All the Dogs

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And because dogs play well everywhere, we also took the campaign offline, launching wild postings near popular subway stops to drive more awareness of the event.

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Off the Digital Leash

Every year, the American Kennel Club rounds up representatives from each of their recognized breeds for a weekend of pets, scratched, and public education. What could be better than an expo hall full of pups? No, really. We're asking.

Bringing it to Life

Challenge 

The American Kennel Club (AKC) traditionally hosted their annual Meet the Breeds event in conjunction with the world-renowned Westminster Kennel Club Dog Show. This year, AKC broke with tradition, moving to a separate weekend in a unique venue- the centrally located Javits Center. While the sell was easy–a weekend petting pups–cutting through the noise of the New York advertising scene proved to be more challenging. 

Strategy

We wanted the dogs to be the stars of the creative since we were targeting New Yorkers in the dead of winter. A warm, fuzzy puppy to cuddle would be the ultimate reason to bundle up and adventure out on a weekend.  Then, we identified media channels that we could leverage to make the greatest impact, and in this case for on-the-go New Yorkers, wild postings, digital and traditional transit billboards, and digital ad placements were the clear winners for blanketing the city.

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Over One Hundred Dog Breeds
Under One Roof

With our Meet the Breeds approach in place, we started crafting visuals and storylines. We focused on unique breed names to subtly play up the educational aspect of the event, while using snappy phrases and clean images of the pups on white backgrounds. To punch it up, we incorporated AKC's new brand campaign elements, such as doodles and hand-written font, into the mix. 

The Results:

It was clear to see the digital campaign come to life, resulting in staggering results–blowing past the aggressive goals AKC had charged us with. In the end, the campaign directly contributed to over 36% of the total tickets sold to the event. 

While we can't count the smiles created or pats given, we're confident in the mood-boosting power of the pups, leading to some warm-fuzzies on a chilly winter weekend in New York City.

10,213

447%

10,359,458

Total digital ad impressions

Tickets Sold Through Digital Campaign

Tickets Sold Above Goal

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19.4%

Conversion Rate

Number of Belly Rubs Given

Unlimited