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As a Fortune 50 consumer goods manufacturer prepared to launch a new brand to compete in the saturated pet products category, it searched for a way to leverage its advertising campaign and create the kind of "buzz" that piques consumer interest. |
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sgwcreative was called in to execute an "influence the influentials" grass roots campaign in the Northwest region. Using our networking resources, our team compiled a data base of influential pet owners and pet care professionals and organized a series of coffee hours to discuss the new product face to face.
Vouchers for free product were given to hosts and participants, to be redeemed at retail outlets. In the meantime, regular size bags of product were delivered to these pet owners to familiarize them with the brand.
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By the time the advertising campaign hit, several thousand individuals throughout the market were thoroughly familiar with and demanded the brand from their retailers, boosting initial distribution beyond what might have been expected through advertising or press releases alone. |
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