Objective:
- Generated interest in Castor & Pollux' new ORGANIX Jerky Chip Cookies with pet parents, pet influencers and bloggers through our unique hashtag gallery with the unique hashtag, #ASmartCookie.
- Ask pet parents to sound off on social media about their experiences with our new ORGANIX Jerky Chip Cookies using hashtag #ASmartCookie.
Strategy:
•Created and launched a hashtag gallery to showcase the ongoing excitement and engagement from pet parents as they find a better way to "treat" their dogs.
•Highlighted multimedia posts from Twitter and Instagram (primary) using hashtag #ASmartCookie.
Outcome:
- Launched the new product by seeding 100 pet parents with a sample of ORGANIX Jerky Chip Cookies and asked them to share their pets' experiences and photos with hashtag #ASmartCookie.
- Built strategic partnerships with high profile bloggers and pet parents to generate interest and share their photos with our hashtag to their followers.
- More than 1,850 pieces of #ASmartCookie content were created and collected during the program, primarily on Instagram and Twitter. We housed the Hashtag Gallery on Castor & Pollux' Facebook page and a unique website however most Facebook posts were not pulled into the gallery due to security and privacy settings.
- Once a new piece of content was created, the person received a tweet or an Instagram post from Castor & Pollux that encouraged them to spread the word and tell their friends.
- Garnered traditional media attention and generated 27.9 million media impressions, including in pet outlets, trade outlets, and more.
