Hornby Whitefoot PR were approached by Pawbo to launch its innovative and interactive pet devices to the European pet market, both in terms of trade with retail stockists and with consumer pet owners. Owned by computer giant Acer and based in Taiwan, Pawbo have a portfolio of products including an interactive pet camera, interactive cat teaser and pet treat dispenser.
HWPR already have pet related experience which included 11 years of pet trade buyer-facing campaigns and promoting pet exhibitions and concessions.
Extensive research was carried out into the European pet market identifying opportunities and challenges in the market, pet population and key media titles (both trade and consumer).
Press releases were targeted at trade titles to introduce the new Pawbo range in the market. Messages included a call to action to stock for retailers, an introduction to Pawbo and the product USPs. HWPR also liaised with the leading pet trade association to assist Pawbo in the market and also provided onsite support and PR for leading trade event PATS.
For the consumer PR push, HWPR developed strong relationships with key titles and promoted the Pawbo message focusing on interacting with your pets whilst away, pet wellbeing through stimulation, and responsible pet ownership. Pawbo was also submitted for gift guides, TV shows and consumer technology websites.
A special launch event was also held at Battersea Dogs Home, showcasing the product and future innovation to the media, bloggers and brand ambassadors.
A key mechanism to gaining coverage was HWPR’s link up to leading pet bloggers and reviewers who were offered the chance to trial Pawbo products themselves. As pet owners themselves, those that reviewed the product were able to experience Pawbo first hand and write about how beneficial it was to them.
HWPR achieved 211 articles of coverage for Pawbo during the brand’s first year in Europe. This resulted in an unprecedented 1.9 billion readership and over 5,000 shares on social media.