Carat Manchester and Pets at Home Recognised in Ten Years of TV Brilliance
In the lead up to the 2018 Thinkbox TV Planning Awards, Tess Alps, chair of Thinkbox, has reflected on the adverts that have changed the TV advertising landscape with Campaign. The article features Carat Manchester client, Pets at Home, and the innovative social media campaign we launched in collaboration with them.
Discussed in Alps’ Social TV review, the #mypetmoments campaign was borne out of identifying a need to rejuvenate the brand in the eyes of pet owners, who saw Pets at Home as simply a pet supermarket; a stark difference to their ambition, to be the most loved pet brand in the UK.
As highlighted in the Campaign article, #mypetmoments recognised that TV and social media are complementary platforms, a relationship between the two channels quickly developed, with viewers having the opportunity for their pets to feature as the stars of the TV commercial, as the campaign aggregated content shared on social for the adverts.
The campaign was hugely successful, with engagement on social media channels reaching 1,200,000 and over 16,000 pictures and videos shared, resulting in a 31% increase in positive sentiment. Pets at Home also enjoyed an increase in spontaneous awareness and like-for-like sales increased by 5.55%. Most importantly, there was a 68% improvement in the number of people who said they loved the brand, ensuring that Pets at Home were well on their way to fulfilling their brand ambition.