Total reach of campaign
(double our initial goal!)
Every year PetSmart runs a contest on National Puppy Day where fans can win a year's supply of dog food. The idea is to reinforce PetSmart’s dedication to pets and their pet parents. This year, they set a lofty goal of getting 10,000 contest entries and using the contest to reach as many people as possible.
Our strategy was two-fold. First, we generated some suspense by making the Puppy Day contest an RSVP event and promoting it on Facebook, telling fans to get ready for something big.
Then, on the day of the event, we released a video that explained the surprise. If fans commented with a picture of their pet, not only would they be entered into the contest, but they’d also have a chance at getting a custom illustration of their pet done by a professional illustrator.