The goal of the 13th annual Wahl Dirty Dogs Contest was to bring attention to the transformative power of grooming for shelter dogs while increasing category awareness, brand visibility and consumer engagement. Through this campaign, Hoffman York (HY) on behalf of pet grooming company Wahl Clipper Corp. sought to spotlight the importance of grooming in driving dog adoptions, encourage community involvement, and provide financial and product support to shelters nationwide.
The contest was designed to showcase heartwarming dog transformations while aligning Wahl with philanthropy and meaningful action in the pet care space. Additionally, HY positioned Wahl’s grooming products as essential tools for rescue organizations and highlighted their ability to make a difference in adoption rates. HY amplified the contest’s reach through an influencer partnership with animal advocate Lee Asher, media relations, and social media promotion.
The objectives were ambitious and were based on results from the contest the previous year: achieve 1.3 billion impressions and 141,000 engagements while driving contest participation and fostering relationships with shelters and pet lovers.
The Wahl Dirty Dogs Contest was brought to life through a multi-faceted approach that combined philanthropy, storytelling, and community engagement. HY partnered with Greater Good Charities to distribute grooming products to shelters and rescues nationwide. These organizations were then invited to submit before-and-after photos of rescue dogs showcasing their transformations from intake to post-grooming. Each photo was paired with a compelling story about the dog’s journey, highlighting the power of grooming to make these animals healthier, happier and more adoptable.
HY reviewed the submissions, selecting 10 finalists based on the most remarkable transformations. These finalists were then featured on the campaign's unique landing page where pet lovers could vote for their favorite. The shelters affiliated with the top three dogs earned monetary donations ($10K for 1st place, $3K for 2nd place and $2K for 3rd place) to further support their efforts.
To amplify the campaign’s impact, Wahl partnered with pet advocate and influencer Lee Asher, who shared content with his massive following on Instagram and Facebook, lending authenticity and reach to the contest. The videos were also shared in collaboration with Wahl’s social pages. The campaign also leveraged a robust media relations strategy, securing placements in national and regional outlets to highlight the contest’s mission and results. Social media content featuring transformation stories was designed to drive engagement, inspire sharing, and encourage voting.
Challenges included coordinating submissions from shelters across the country and ensuring quality content for the contest. However, through clear communication, strategic partnerships, and consistent promotion, these obstacles were overcome. The result was an impactful campaign that brought people together to celebrate the power of grooming and adoption while positioning Wahl as a leader in the pet grooming category.
The Wahl Dirty Dogs Contest exceeded its goals, delivering 1.4 billion impressions and 199,000 engagements—surpassing the original targets of 1.3 billion impressions and 141,000 engagements. Media relations efforts, included two press releases and a syndicated feature story, generated 1.4 billion impressions and 53,200 engagements. Social media support, including two posts on Wahl’s Facebook and Instagram pages, drove 185,900 impressions and 41,500 engagements. Wahl’s charity partner, Greater Good, contributed with paid ads and emails, adding 1.38 million impressions. Influencer Lee Asher’s videos for voting and the winner announcements garnered 1.9 million impressions and 105,000 engagements.
Public participation was strong, with over 80,000 votes cast to select the top three dog transformations. The campaign provided monetary donations to winning shelters, directly supporting their animal welfare efforts. Many featured dogs were adopted thanks to the visibility generated by their remarkable grooming transformations.
The collaboration with Lee Asher and Greater Good Charities added significant reach and credibility, engaging diverse audiences. Media coverage amplified the contest’s impact, while heartwarming social media stories inspired sharing and discussion among pet lovers.
Overall, the campaign surpassed its objectives, showcasing the power of grooming in increasing adoptions and reinforcing Wahl’s commitment to animal welfare. By combining philanthropy with storytelling and strategic outreach, HY elevated Wahl’s brand reputation and created a meaningful, results-driven initiative.
