Firefly launches Yummypets UK, delivering over 20,000 new user profiles in three months
Pet social network Yummypets launched in France to huge acclaim – the UK was their first step in global expansion.
Firefly launched Yummypets, a previously unknown French social ‘petwork’, in the UK in May 2013. The key business goal of the PR campaign was to drive sign ups via brand awareness.
Firefly wanted to make sure the brand’s huge French success was not alienating to a new UK audience, and therefore recommended a quintessentially British campaign.
Firefly developed a campaign that centred on the question that divides the nation: ‘Great Britain, are we a nation of dog lovers or cat lovers?’
Firefly organised a celebrity radio debate to herald the start of a month-long campaign, with consumers directed to the Yummypets website in order to vote. There, the captive audience was poised to sign up their own pet for a Yummypets profile.
For the duration of the debate, Firefly conducted a sustained social media campaign, engaging with key opinion leaders (pet charities, pet brands and celebrity pet owners) and consumers direct.
At the end of the month, Firefly announced the result of the poll, with detailed information and a downloadable infographic available on the Yummypets website.
The debate: ‘Great Britain, are we a national of cat lovers or dog lovers?’ began with a radio day, featuring celebrities Amy Childs (The Only Way is Essex) and Gabriella Ellis (Made in Chelsea). These celebrities were recruited due to their passion for their pet; because their profiles matched Yummypets’ target demographic of 20-30 year old females; and to play into the reality TV rivalry between TOWIE and MIC.
Firefly followed the radio event with a full media launch. Media relations achieved high-profile national coverage in titles including The Independent, Wired, Stylist, Huffington Post, The Telegraph, Heat, Best and Reveal.
The coverage in Wired in particular, was picked up by a number of smaller news outlets and blogs, creating a cascade of coverage, engagement and, most importantly, user profiles on Yummypets.com.
A successful PR campaign with tangible business results.
Firefly’s three month PR campaign launching Yummypets UK resulted in 38 pieces of online and print coverage (reaching a total of 108m readers).
The mixture of pre-recorded and live interviews was played a total of 66 times, with 3 hours 21 minutes of airtime reaching well over 18 million listeners.
In three short months, Firefly’s drove hundreds of thousands of hits to Yummypets.com, with over 20,000 of these visitors converting into sign ups.
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