Groomarts – Digital PR Campaign of the Month

The idea 

Distinctly identified the opportunity to raise brand awareness for Groomarts and launch their new merchandise, by creating a “dream job” campaign. The idea was aimed at dogs in the UK to become “Britain’s Most Pampered Pooch” and win up to £200 worth of grooming products from Groomarts.

Distinctly decided to launch the campaign in July, targeting pet owners who place high importance on keeping their dogs groomed and well maintained in the hot, summer months. Due to the seasonality aspect paired with the strategy’s previous success rate, we were confident this idea would generate a high number of links to the Groomarts website.

The process 

Applicants were encouraged to share pictures of their dogs enjoying a luxurious bubble bath, being brushed at their local grooming parlour or having a summer trim, followed by the hashtags #picturepawfect and #barkofthetown. 

Distinctly created a competition landing page on the Groomarts blog which detailed information such as; terms and conditions, closing date, the products included in the grooming kit, hashtags and photograph requirements for your dog to enter. 

In addition, we created a press release capturing information from the landing page accompanied by an eye-catching headline: “Dream Job alert! Get paid to pamper your pooch”. 

Lastly, Distinctly targeted national and regional publications amongst pet focused magazines who had previously published dream job style campaigns.

The results 

To date, we have secured 33 pieces of coverage with links back to the competition landing page. Coverage includes: Manchester Evening News, Liverpool Echo and Team Dogs. The campaign was also published in the print issue of the Daily Star.