The 12 days of Petfished
We had already warned the public of the deceitful sellers of our furry friends through our documentary with journalist Leah Green, our widespread activity from influencers on social media and our support from Crufts. You can see that case study here.
But we needed to more in the lead up to Christmas. We needed to strike a different tone to change the behaviour of the pre-Christmas pet buyers and remind them to always research the seller first.
The ‘12 days of Petfished’ video was developed to tell the fictional story of one puppy’s experience of an unscrupulous seller and the health consequences that the puppy faces when he arrives at his new home.
Results
We achieved 6 national news pieces and an overall total of 26 UK-wide pieces, generating 576 million opportunities to see across broadcast, print and online media. 100% of coverage included the term ‘Petfished’ with almost two thirds of coverage referencing the website URL or Get Your Pet Safely.