Pets at Home parties with furry social media stars for 25th birthday campaign
Carat Manchester and its sister agency iProspect, have worked with Pets at Home to launch a campaign to mark the retailer’s 25th birthday.
Collaborating with some of social media’s biggest UK pet celebrities in a first of its kind video campaign the fun video, which launched on a dedicated Tumblr page http://petsathome25.tumblr.com/ on Monday 4 April as well as Pets at Home’s social media channels, is inviting followers to take part in a #PetsParty by submitting footage of their beloved pets taking part in birthday celebrations.
The launch video features Instagram pet stars @acornthebunny, @brunotheminidachshund and @winnythecorgi as well as Facebook favourites The Magnificats to kick off the birthday campaign.
The best user generated content will then sit alongside the pet influencer footage for a final 25th birthday video which will go live on ITV Player on Monday 18 April, the week of the retailer’s official birthday, until Saturday 7 May.
The pet influencers will both star in the videos and promote them via their increasingly popular social channels to drive engagement and encourage people to submit their own footage.
Tim Dowling, Head of External Communications at Pets at Home, said: “We have an incredibly active social media audience of devoted pet lovers, so we wanted to create a campaign that they could interact with and really feel a part of.
“We loved the idea of teaming up with some of the UK’s biggest social media stars to help us kick start the campaign and they didn’t disappoint us. Their performances in the teaser video were very cute and entertaining and their involvement in the campaign has already created a lot of buzz and excitement amongst their followers. Content submissions are already flooding in and we’re excited to see what the final birthday video looks like on the 18 April.”
Alex Sturgess, Director at Carat said:
"This is a fantastic example of cross-agency collaboration which celebrates a significant milestone for Pets at Home, whilst continuing to harness the willingness and enthusiasm of doting pet owners to share videos, pictures and anecdotes on all social forums."
You can view the #PetsParty teaser video at http://petsathome25.tumblr.com/