Autotrader National Dog Day
Autotrader conducted a survey in which they found that 56 percent of dog-owning households consider their pup’s preferences when choosing a new vehicle. Autotrader wanted to showcase its commitment to providing travel comfort and safety for man’s best friend, so that when the time to purchase a new vehicle arrives, the brand was top of mine among dog owners.
A 2015 Event Marketing Institute report declared that 98% of users feel more inclined to purchase after attending a brand’s activation, and 74% of consumers have a better opinion about a brand after an in-person event, dubbed #ParkandBark. We designed a public event that allowed Atlanta dog lovers to come together, learn about dog-friendly vehicles, and celebrate the pooches in our lives. Everywhere worked with 10 influencers – which included a mix of dog-owning humans and canines with a significant digital footprint – to promote the event through blog and social media posts and provide live coverage of the #ParkandBark event to capture and share in-the-moment content. We also partnered with Bosley’s Place, a rescue orphanage for underage puppies to support National Dog Day’s “adopt, don’t shop” message.
The event was an overwhelming success with 350+ attendees. Utilizing 10 influencers, we garnered 4.69+ million impressions from their blog posts and nearly 100 social shares. From the #ParkAndBark event alone, we garnered 2.1+ million social impressions, totaling 6.79+ million impressions with a 99 percent engagement rate. The event positioned Autotrader as a top resource for canine-loving consumers considering purchasing a new vehicle – providing goodwill in Autotrader’s home town, awareness of charitable organizations like Bosley’s Place, and national coverage of their media articles.
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