We created a stream of inside dog jokes and moments, to prove that we get dogs just as much as our audience does. The track “Walk It Out” wasn’t just chosen because the lyrics describe word-for-word what our walkers are doing (though that was a big contributor). The track gave us the opportunity to attach our unknown brand to a song already universally loved. Additionally, the Walk It Out dance has been uniquely interpreted by thousands of people over the years. By using the song we were able to add our own dog-friendly twist to the mix. The one-of-a-kind combination a corgi butt and DJ UNK led to a widely successful campaign introducing Rover.com to America as The Dog People.

Walk It Out was launched nationwide on broadcast networks across America and Rover’s digital and social channels.

The first two weeks after the launch led to over 12,000 new walks booked on the Rover app and a 67% increase in accounts created. Sentiment was 98% positive with over 2,600 social posts mentioning the film in the first weeks alone. Additionally, Google search traffic for the term ”Walk It Out” more than doubled in the month after the film launched.