We created web content that mimicked our highly successful campaign, but starred man’s best friend instead of humans. By targeting the web video at the ‘dog lover affinity segment’ during the Westminster Dog Show, we were able to engage an enthusiastic audience and create buzz. We fueled this conversation with a variety of tongue-in-cheek Twitter posts authored by dogs and cats alike and humorous Vines that showed some ‘out-takes’ from our shoot. We then invited proud dog owners to visit a website that gave them the chance to put their pooch into our campaign and share it with the world.

Within weeks of our initial launch during the Westminster Dog Show, the ‘Woof’ video was viewed over 9.1 million times with positive sentiment outpacing negative by 14 to 1. Our campaign went viral with 450% more retweets on Twitter than the industry average and 290% more shares on Facebook.