Royal Canin Dental Pet Facts
We developed this integrated media relations campaign to help raise awareness of dental disease in dogs and cats during Pet Dental Health Month (February). The goals of the campaign were to educate pet owners on signs of dental disease in pets; how to prevent dental disease; proper nutrition; and visiting their veterinarian. We used a variety of tactics in this integrated campaign, including:
- Ipsos Reid poll
- Twitter party
- Blogger contest
- Shareable infographic
- In-clinic merchandizing
- Wire news release & audio news release
- Media tour and interviews with key opinion leaders in the veterinary community
- Key message development and media training
Royal Canin Canada engaged ON Communication to help raise awareness of dental disease in the month of February 2015. The company has a veterinary line of pet food that has been clinically proven to improve dental health in dogs and cats. By educating pet owners about the signs of dental disease, Royal Canin wanted to show the market that food is a viable prevention option and direct pet owners to see their veterinarians about any suspected signs of dental disease in their pets.
The Twitter party was a resounding success. Within one hour there were more than 535 contributors, 5,700 Tweets and 20 million timeline deliveries.
#DentalPetFacts was one of the top trending topics in Canada during the party
Proactive pitching and coverage of the traditional and audio news releases in French and English resulted in 120 stories. Royal Canin Dental KOLs made six television appearances in Canada. Throughout February and into March, the audio news releases aired coast-to-coast on 52 radio stations, reaching 1.6 million Canadians.
media impressions in Canada alone
An infographic packed with pet dental health facts was shared hundreds of times on Facebook, Twitter, Pinterest and Google +.
7,000+ conversations using the hashtag #DentalPetFacts
Blogger Campaign & Contest
Twelve national lifestyle bloggers wrote articles about the campaign, hosted giveaways on their sites and amplified the campaign’s key messages across Twitter, Facebook and Pinterest, using the hashtag #DentalPetFacts. All together, they reached an audience of 243,348 Canadians and generated 3,185 entries into the contest.
Veterinarians were given an opportunity to leverage the dental pet health campaign with shelf talkers and aisle disruptors for their clinics.
The success of the dental campaign was in educating pet owners on the role veterinary care and proper nutrition play in their pets’ oral health and overall quality of life.