OPERATION FRESH DOG BREATH: PORTLANDORAVET
The pet consumer marketing team at Boehringer Ingelheim Animal Health was looking for ways to increase awareness of dental hygiene for dogs, the benefits of OraVet® Dental Hygiene Chews and launch a social media community for dog owners. One of the critical needs was to capture engaging and authentic content to launch and continue to support the community in a creative way.
The resulting big idea was a “take over” of the most dog-friendly city in America: Portland, Ore. Operation Fresh Dog Breath took place at three popular parks over the course of a weekend. The cornerstone of the event was a bad dog breath confessional booth where dog owners could “confess” their awkward dog breath moments on camera for the chance to win an Amazon gift card. Attendees also engaged with teams of street ambassadors for a chance to get their paws on deluxe ORAVET samples. To increase the visibility of the event and drive attendance, the team partnered with the Oregon Humane Society and a local Instagram pet influencer to leverage their relationships and connections.
— Recorded more than 60 interviews in the confessional booth.
— Captured many hours of video footage and thousands of pictures.
— 1,212 Facebook followers gained between Dec. 4-10, 2017.
— 139,568 people reached on Facebook between Dec. 4-10, 2017.
— 159 Instagram followers gained between Dec. 4-10, 2017.
— 1,801 people reached on Instagram between Dec. 4-10, 2017.
— Distributed more than 80,000 individually wrapped samples.
— Engaged with more than 1,000 pet owners.
– Connected with hundreds of pet owners and their dogs.
– Media advisory.
— Social media content for ORAVET Dental Hygiene Chews on Facebook and Instagram.
— Collateral including custom T-shirts, beanies and tote bags.
— Custom promo trike wrap.
– Posters promoting the event.