Case study · Pet Care
Rabbit Awareness Week was turning 20, and Burgess Pet Care wanted to mark it in a way owners would remember, while teaching them about nutrition and welfare. We created a recipe book of 20 rabbit-friendly recipes, with influencers, video and PR. The campaign reached 1.1 million people through PR and drove more than 900 clicks to Burgess.
- 1.1M reach from PR
- 472K content views
- 65 pieces of coverage
- 900+ direct site clicks
- Client Burgess Pet Care
- Sector Pet food and care
- Services Integrated PR, social, influencers, video, content
- When The 20th Rabbit Awareness Week
- Audience Rabbit owners
- Channels Pet and consumer media, social, influencers
What did Burgess need?
Burgess Pet Care runs Rabbit Awareness Week to educate owners about welfare and nutrition. For its 20th year it needed a memorable, creative way to mark the milestone and show the role of Burgess Excel in better rabbit care.
- Business objective: grow awareness of Burgess Excel and drive visits to Burgess.
- Communication objective: educate owners on nutrition and welfare, and celebrate 20 years of Rabbit Awareness Week across media and social.
What was the insight?
Owners love treating their pets. Showing them how to do it safely is an easy way in to the welfare message.
The idea was 20 recipes for 20 years.
What did we do?
- A recipe book. We created 20 rabbit-friendly recipes, one for each year of the campaign.
- Influencer partnerships. Pet influencers shared the recipes with their audiences.
- Video content. Short videos showed the recipes being made.
- Press releases. We took the milestone and the recipes to pet and consumer media.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 65 | Prohibition coverage log |
| Outputs | Reach from PR activity | 1.1M | Prohibition coverage log |
| Out-takes | Content views | 472K | Social platform analytics |
| Out-takes | Channel engagement rate | 11.7% | Social platform analytics |
| Outcomes | Direct clicks to the Burgess site | 900+ | Burgess web analytics |
What did Burgess get from it?
A milestone owners engaged with, and a practical way into the welfare message. The content was viewed 472,000 times and sent more than 900 people to Burgess.
What did we learn?
- Make education useful. Recipes gave owners something to do, not just something to read.
- Tie it to the milestone. 20 recipes for 20 years made the story simple.
- What we would do differently. track product sales from site clicks, so we can show the effect on Burgess Excel.
