INDUSTRY: Pet food
WHAT: Event organization, influencer relations, press relations
MARKET: D
FROHE BOTSCHAFT: With a well thought-out concept and organization as well as targeted event PR, we ensured an organic reach of over 126 million. In addition, we won well-known influencers as partners for the Paw Parade and achieved an impressive turnout of committed dog lovers and animal lovers.
Paw Parade by Pedigree
As a dog-loving agency with four office dogs of our own, the implementation of the Paw Parade was a project close to our hearts. The campaign was initiated by Pedigree together with ZooRoyal, AniCura and the German Animal Welfare Association with the aim of drawing attention to the fate of homeless dogs and promoting adoptions from animal shelters. The highlight of the event was the 2 km long “Silent Demo”, in which a total of 318 two-legged and 223 four-legged friends marched together through Hamburg’s Schanze to set an example for animal welfare. The event was accompanied by information stands, a photo booth, interactive workshops and a signing session with Holger Stanislawski. The donation total of 15,900 euros was rounded up by Pedigree to a full 50,000 euros.
PRESS RELATIONS: We implemented a comprehensive media strategy for the Paw Parade, from the announcement to the follow-up reporting, in order to raise public awareness of the issue of animal welfare and shelter adoptions. By targeting regional and national media, including daily newspapers, lifestyle and animal magazines as well as radio and TV, we were able to generate broad attention. Our media work generated high registration figures in the run-up to the event, while the follow-up reporting achieved an organic reach of over 126 million. Articles in the Hamburger Abendblatt, MOPO and Radio Energy helped to position the Paw Parade as an important animal welfare initiative in the long term.
INFLUENCER RELATIONS: For the Paw Parade, we were able to attract influencers such as power woman Louisa Masciullo and petfluencer Chris Waschek, who inspired their communities with their reach and authentic enthusiasm for the topic of animal welfare. Both shared impressive insights from the event and set a strong signal for the adoption of shelter dogs. In addition, numerous other bloggers and content creators took up the topic on their own initiative and shared their support on their channels. The combination of targeted collaboration and organic response made the campaign a huge success.
