The fluffiest show of all time, Crufts returned for its 128th year at the beginning of March and with three of our pet clients attending we had a busy four days ahead of us!
The paw-fect event kicked off on Thursday 7th March with a live TV interview with More4 featuring EUKANUBA’s active adult ambassador, Roxy Carr and her cockapoo Poppy, who shared the sofa with Clare Balding to discuss the benefits dogs can have on our mental wellbeing and her own personal experiences of dog ownership from a young age. With EUKANUBA featuring on Channel 4 twice last year, the pressure was on to deliver quality broadcast coverage but, by having our finger on the pulse in terms of favoured media angles, multiple ambassadors available to use and a great relationship with the producers, we managed to strike again!
By the weekend we were fully in the Crufts swing ready to entertain the Famous Dogs of Instagram with a unique and engaging event where they would be introduced to a new range from our client, home grooming expert FURminator. Bark and Blow Dry offered our popular pooches the opportunity to enjoy a one-to-one pamper session with professional groomer Stuart Simons while their pet parents indulged in mimosas and massages! With so many brands ready to engage our influencers at the show, we needed an event that was going to grab their attention, build brand affinity and drive social coverage. Our theme proved a huge success! Not only did we succeed in getting our product into their paws while demonstrating the USPs of the new range, we also delivered over 50 social posts with a combination of swipe-ups to the website and use of #FURminatorUK reaching an audience of over 200k.
While this was taking place, we were also welcoming the gorgeous Freddy and Mable who were joining us to take over IAMS’ Instagram channel for the day as our Roaming Repawters. Equipped with a GoPro (yes, a GoPro) we set them off on their adventures tasked with giving our followers a dog-eyed view of the most popular dog show in the world. Providing a fun and engaging way of reporting on all things at the event, including IAMS on-stand activity, we were able to leverage Freddy and Mable’s 38,100 followers to drive brand awareness with a new audience. Keep an eye on the IAMS Facebook and Instagram pages for the round-up video coming to you soon!
By this point the team had racked up a whopping 100k steps between them but there was one more piece of activity left to take place. It was back to the EUKANUBA stand to introduce Britain’s Got Talent star, Ashleigh Butler, who delighted dog lovers with a surprise performance on the stand. The agility champion took to the EUKANUBA stage with her canine companion Sully to host a live reading of the new children’s book, A Pawfect Pair which follows the inspiring stories of all the EUKANUBA ambassadors (including Roxy) who also joined the stand. Having our famous five and of course Crufts champions, Ashleigh and Sully drew lots of interest, allowing visitors to not only learn more about EUKANUBA through our ambassadors’ experiences, but also build a relationship with the brand and pick up a free copy of the new book. What’s more, it was a great opportunity to secure additional coverage through print and radio interviews.
By Sunday evening it’s safe to say the team were leaving the event happy, if not a little dog-tired! If you’ve got a big event coming up, here’s our three top tips for ensuring it’s a success.
- Preparation is key
It may seem obvious, but when you’re part of an event like Crufts planning and logistics need to start months in advance to ensure everything runs smoothly. As part of this, ensure your team are aware of their roles and responsibilities well beforehand to avoid any confusion on arrival.
- Get your creative juices flowing
Ensure your content is engaging, informative and fun! Passers-by are much more likely to stop and take note of what your brand is doing if they feel they can get something out of it, whether that’s knowledge or enjoyment. Plus, if you’re at an event where you’re competing with multiple other brands in the same category, you need to create a moment on your stand to make them stop and take note.
- Build your influencer relations ahead of time
Influencers are becoming an increasingly bigger part of our landscape, but you need to ensure your partnerships are credible and that means building strong relationships ahead of your event taking place. This is also great for teasing your upcoming activity across their channels allowing you to reach new audiences and encourage more interest at your stand.