Advertiser: BATTERSEA DOGS AND CATS HOME
Agency: MRM METEORITE
Category: Charities
Retoucher: Charles Townsend (MRM Meteorite)
Senior Copywriter: James North (MRM Meteorite)
Group Account Director: Katy Nyman (MRM Meteorite)
Senior Art Director: Terry O'Neill (MRM Meteorite)
Senior Account Manager: Tim Molan (MRM Meteorite)
Executive Creative Director: Dan Douglass (MRM Meteorite)
Photograher: Dylan Collard (Dylan Collard)
Senior Copywriter: Sam Bone (MRM Meteorite)
Outcome
21% national awareness against a £60,000 London-only media and production spend (total spend £104,000). 49% increase in Staffie web enquiries and 122% increase in website visits.10% increase in Staffies rehomed from Battersea’s London centre. 30% increase at the Old Windsor centre.Facebook campaign posts shared over 5000 times, earning 37000 likes, 8000 comments and user-generated videos watched over 36000 times. 50 campaign enthusiasts championed the breed through the press generating 95 positive media pieces. Various MPs and celebrities pledged their support to the campaign. The campaign’s success meant it was rolled out at the Edinburgh site.
Implementation
We created ‘Stitch’ a soft, knitted, life-size Staffie as the focus of the campaign along with a backstory telling the all too familiar plight of the breed. This not only engaged younger audiences, but forced people to see past the bad press and outward appearance, to what’s on the inside; a soft-natured companion.Stitch became quite the poster boy, appearing on targeted door drops and outdoor advertising within the catchment areas of Battersea’s three centres. He appeared at high profile dog shows, on social networks, and gathered with real Staffies outside, and inside Parliament to raise awareness of the campaign.
Client Brief Or Objective
Staffordshire Bull Terriers (Staffies) are a loyal, loving dog breed. However, due to recent bad press, people see them as vicious and aggressive. As a result, many are abandoned and in 2011, 37% of all dogs entering Battersea were Staffies.Our objective was to change the perception of new and existing, dog-friendly audiences, and drive an increase in traffic to Battersea, to ultimately see more Staffies rehomed. Encouraging more dog-lovers to engage with Battersea as active supporters and seek a change in legislation that focused on what a dog has done and not what breed it is, were also key.
Execution
People queued for a picture with Stitch wherever he went.He started a craze for knitted dogs. Hundreds downloaded his knitting pattern (for a small donation) and shared their creations online. TV presenter Paul O’Grady, a hit with our target audience, gained valuable PR by promoting the campaign. As did Hulk Hogan, a wrestler with a soft-spot for animals, (fitting perfectly under ‘softer than you think’).The desire of existing owners to share their experiences was recognised with a hub that allowed them to upload stories and videos of their Staffies showing their softer side.