To support Royal Canin’s sponsorship of Crufts, Network London was asked to deliver a social media campaign to generate awareness of the brand and drive engagement throughout the event.
Building on our established client partnership with Royal Canin, we developed a creative concept to celebrate pets' unique personalities through their "beyond human" powers, which contrasted the brand’s red colour palette with lifestyle photography and also featured contextual in-situ imagery.
Through this theme, we delivered a series of daily posts including introductions to the experts participating in Crufts, educational posts about different dog breeds and helpful guidance to those attending the event.
Aside from praising the visual impact of the assets, the client also welcomed our ability to work to tight deadlines. Moreover, the campaign’s focus on leveraging Royal Canin’s established reputation as nutritional experts, emotional connectivity and high visibility resulted in increased engagement with its target audience – shares and reach increased by 9% and 8%, respectively, during Crufts versus the YTD average, while new followers grew by 17%.
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