Winners of The Thinkbox TV Planning Awards Best use of Social TV
Carat Manchester were the winners of a special award at the Thinkbox TV Planning Awards 2015, which celebrate brilliantly effective use of today’s TV and recognise the people behind them.
We were awarded the ‘Best Use of Social TV’ for our work with Pets at Home. Pets at Home had not addressed consumers through a mass communication channel for 18 months and brand awareness was in decline. Working in collaboration with their agency partners we devised an integrated campaign to help bring the brand proposition to life and to involve the public, inviting the nation to share favourite pet moments using #mypetmoments.
We then used the amazing material we received to build an emotionally charged commercial which harnessed the audio-visual power of TV to bring the campaign into the homes and hearts of the nation, with over 1.2 million people engaging with content across the campaign. Creating a Twitter trend and stimulating demand for the music track which was launched as a charity single, were two of the surprise achievements. Delivering twice as many sales as previous campaigns, like-for-like sales increased by 5.55 per cent with a 31 per cent increase in positive sentiment for the brand, this campaign really demonstrates the results which can be achieved through seamless integration and great cross agency collaboration.
Alex Sturgess, Client Services Director at Carat Manchester said: "This campaign showcased great cross-channel integration, ensuring consistent and impactful engagement with the consumer at every touch point. By literally placing pets and their owners at the heart of our communications, we took a giant step towards Pets at Home’s business objective of being “the UK’s most loved pet brand by 2017”.