Royal Canin Pet Products
Twitter chat created 78 tweets per minute
Generated 34 million impressions
Earned media value was 20x the original campaign investment
Challenge: In its first year as presenting sponsor, pet food brand Royal Canin wanted to drive awareness and promote viewing of The AKC (American Kennel Club) National Championship dog show.
Solution: The Motherhood identified nine “dog mom” influencers who owned AKC-recognized purebred dogs to take part in a blog and social media tour, coupled with a pre-broadcast Twitter party. Before the online party, each influencer published a blog post with personal stories and tips for adding a dog to the family, as well as some breed-specific information about their pets courtesy of Royal Canin. On the day of The AKC National Championship presented by Royal Canin broadcast, The Motherhood hosted a Twitter party, encouraging followers to watch the dog show later that evening with their families.
Results: The Twitter party alone generated nearly 5,000 tweets at a rate of 78 tweets per minute, with the majority of the tweets indicating intent to watch The AKC National Championship that evening. The campaign overall generated more than 34 million impressions, 1,300 social media engagements and an earned media value that reflected a 20X return on investment.