February 20, 2018
When tasked with promoting the ARM & HAMMER line of Pet Fresh bags, filters and carpet cleaner to both millennials and this fall, the LCWA home PR team leveraged the massive popularity of pet-focused online influencers to promote the products’ benefits and drive consumers to online retailers.To reach these distinct target audiences “where they live” online, we utilized a two-tier approach. For millennials, we identified leading “Pets of Instagram” accounts – including Sam Has Eyebrows and Emwng – to help tell the Pet Fresh story with engaging content featuring quality photography and video. We also reached out “Pet Parent” bloggers including, This Worthey Life, Tamara (Like Camera) and The Adventures of J-Man & Miller Bug, to reach Moms with pets. The influencers created relatable web and social content, including reader giveaways for extended reach and enthusiasm.
With 1.6 million impressions, the program successfully demonstrated to pet lovers how ARM & HAMMER can help keep homes clean and odor-free, even with furry family members. Stay tuned for more exciting ARM & HAMMER activations this year!