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CASE STUDY:
ARM & HAMMER | POUNCING ON OPPORTUNITY ISSUE: Arm & Hammer was looking to scratch up some excitement around the brand’s cat litter products and Coyne PR had just the trick for them. IDEA: To generate consumer awareness around the cat litter, Coyne PR developed Arm & Hammer’s Coolest Cat Tricks contest. The team created a unique media angle by inviting pet parents to show off their cat’s coolest tricks, which is admittedly hard because cats don’t typically perform tricks. Pet parents were asked to submit videos of their cats doing tricks and when America voted, the three most talented cats and their parents were flown to NYC to participate in the contest live at the Central Park Zoo. Although the cats got stage fright and couldn’t perform, Coyne PR was prepared with back-up videos for broadcast media and the top feline walked away with $10,000 and a year supply of cat litter. IMPACT: Arm & Hammer’s Coolest Cat Tricks contest was featured in more than 400 broadcast segments and hundreds of print articles in top newspapers across the country. In total, the campaign generated more than 45 million media impressions. |
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Pet Case Studies
