Autotrader National Dog Day 2018
Driving Web Traffic
A long-time sponsor of National Dog Day, Autotrader was eager to strengthen the connection between finding your perfect pet and finding the perfect vehicle – all in the name of increasing dog adoptions. The brand created Dogtrader.com in partnership with Adopt-A-Pet to help consumers find dogs in their area and explore Autotrader’s pet-focused editorial content. Autotrader needed to ensure that dog-loving car shoppers would be aware of and visit this branded microsite.
To amplify this partnership and drive traffic to Dogtrader.com, Everywhere sourced pet and pet-friendly influencers from around the country to share their pet adoption stories and educate their audience on the best cars and accessories for their pup. Leveraging their blogs, Facebook, and Instagram Stories’ “Swipe Up” feature, influencers celebrated National Dog Day while touting the benefits of Dogtrader.com to generate engagement among the target audience.
Our ten influencers’ blog posts were read over 10K times, and in addition to driving 2.1 million impressions, their efforts produced a click-through rate of 9 percent to Dogtrader.com. This campaign allowed Autotrader to connect with dog owners through authentic, practical content –further solidifying their brand reputation as a canine-friendly brand.
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2015 PRSA Phoenix Award
178 Social Posts
2.1 Million Impressions
9% Click-through Rate