If you’ve been on social media any time in the past week or so, you probably saw the latest and greatest in marketing towards animal lovers.
In honor of Anheuser-Busch InBev’s fifth annual Global Be(er) Responsible Day on September 19, Budweiser released a heart-felt video with the mission to put an end to drunk driving. The commercial, dubbed “Friends Are Waiting,” features a 20-something and his Labrador companion through the years, showcasing their increasingly close bond. When the man heads out for a night with friends, his concerned canine whines through to the next morning as he waits for his owner’s eventual and apologetic return. The commercial states that “for some, the waiting never ended,” encouraging viewers to pass up driving drunk in favor of staying at a friend’s house as the dog’s owner did.
While generally well-received, some have questioned why Budweiser chose to depict a relationship between a man and his dog versus showing the effects drunk driving would have on his human relationships: parents, siblings, significant other, friends, etc.
Only Budweiser can offer you the true strategic thinking behind this, but I have an inkling: People unconditionally love their animals.
Compassion for our four-legged companions in the U.S. is so strong that the pet industry has been one of the few unaffected by the recession. According to the American Pet Product Association, we spent $55.72 billion on our pets in 2013. By the end of this year, that number is expected to grow to $58.91 billion.
It makes sense to target such a passionate bunch for creative public relations efforts. As a dog owner for almost all of my life, I can attest that we are willing to do almost anything where our furry friends are concerned. We especially love to show them off. Between whipping out my phone to gush over a recent adorable picture and sprinkling his name and latest antics into everyday conversation, suffice it to say that if you know me, you know my dog.
To connect with its readers, The Seattle Times public relations team capitalized on the enthusiasm of pet owners by holding a pet selfie contest earlier this summer. Combining the selfie craze with our endless pet adoration was a home run: Readers sent in photos with their dogs, cats, horses, ducks and even pet rocks, each trying to one-up the other.
The pet store chain Pet Supplies Plus recently held a similar contest to build its Pinterest and Instagram audiences. Since the success of Pet Supplies Plus relies entirely on consumers purchasing pet products, asking owners to follow the accounts and use the appropriate hashtag with their uploaded pet portraits was not too far of a stretch.
Our client Harvey, a brand activation agency in Baltimore, cares so deeply for companion animals that donating to animal welfare organizations is part of its corporate philanthropy mission. Harvey recently did a pro-bono redesign of the Baltimore Animal Rescue and Care Shelter’s (BARCS) new mobile adoption vehicle. To complete the effort, BARCS rallied its Facebook followers to enter a naming contest for the van. Hundreds of entries were received, earning valuable exposure for both BARCS and Harvey.
When it comes to using pets in marketing, one thing is for sure: It’s hard to say “no” to those adorable faces.
Have you considered targeting pet owners and animal lovers in your public relations campaign?