Royal Canin approached ON when it needed to find a way to drive pet owners to veterinary offices to talk about environmental allergies in dogs – not to mention that it wanted to strengthen its relationships with influential veterinarians across the country.
The PR team at ON created a strategy that generated news headlines across the country and started conversations online. ON’s work was three-pronged and included:
- A news release uncovered top misconceptions about allergies in dogs and how nutrition can help alleviate allergy symptoms in dogs.
- A series of three infographics helped online readers get to know more about seasonal allergies in dogs and the role of nutrition in alleviating symptoms.
- A blogger outreach program engaged with prominent lifestyle bloggers to participate in online discussions about misconceptions around seasonal allergies in dogs.
The reach of this campaign was far and wide. Using a targeted approach to connect with reporters and producers, we achieved top-tier television and radio interviews in Toronto, Kitchener, Calgary, Vancouver, Victoria, Montreal and Quebec City – reaching 8.7 million consumers through the campaign, including 1,781,400 in French Canada alone. Our blogger engagement strategy culminated in thousands of social shares that helped the brand connect with consumers on Twitter, Facebook and Pinterest.