HOWND wanted to build awareness of their cruelty-free dog care brand at Christmas. We devised a strategy to leverage the beloved “Christmas TV ad” format, producing a brand film designed for the 21st century as social and “viral-ready”. We used social data to discover the ultimate timing and placements to give us our best shot at virality, and leveraged dog lovers within our influencer network to share the film with their audience. Our outcome was a highly successful viral video that outperformed the multi- million pound Sainsbury’s Christmas ad for both views and engagement on social media. It provided HOWND with widespread awareness of their brand and the #AdoptDontShop campaign.
