Blue Cross challenged us to create and execute a creative campaign that would raise widespread awareness of and celebrate the unconditional affection and life-changing support that pets give their owners.
The campaign had to create a press and social media moment linked to Valentine’s Day, as well as provide valuable assets for Blue Cross’s social media channels and reach new audiences through celebrity support.
With these goals front of mind, we launched the #YoursFurever campaign – which called on pet owners across the UK to make a ‘paw-blic’ display of affection for their pets, by posting a love letter or poem about them on social media.
To encourage pet owners to get involved and offer inspiration for their own poems, we developed a video concept that brought together five animal-loving celebrities – British comedian, Bill Bailey, professional ballroom dancer, Anton Du Beke, TV actress, Emma Barton, classical singer, Russell Watson, and TV actress, Jorgie Porter – in a home-style video reading a heartfelt poem to their pets.
The campaign video was our key asset and our strategy focussed on selling this into online media, ensuring maximum exposure for the video asset, with an accompanying press release which contained key details, quotes from all our celebrity supporters, and a quote from Blue Cross spokesperson – all urging pet owners to get involved.
We extended #YoursFurever further by inviting a wider pool of celebrities and influencers to write a short love letter or poem about their pet, and then post it on their personal social media channels on Valentine’s Day.
Within these posts, celebrities and influencers were able to direct their followers to the Blue Cross website where they could learn more about the #YoursFurever campaign as well as the charity and its services.
On the day the video went live we secured an exclusive feature on the Mail online, including all campaign key messages and a link back to the Blue Cross website, and an additional 98 pieces of coverage which published across the Valentines Day weekend.
pieces of coverage
video views across Blue Cross’s social media
celebrity and influencer supporters