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Content. Covered.

Part of the Family

Details

Client: Lintbells
Date: May 2018

Project overview

72Point supported Lintbells in May 2018 with a radio campaign.

 

Summary

Lintbells is a company providing health supplements for pets. The story looked at how pet owners are becoming increasingly lenient with their animals, referring to them as part of the family, allowing them a spot on the sofa and so on.    16 opportunities were secured, including 3 national broadcasters.

 

The Project

We were tasked with securing radio interviews for animal behaviour expert, Sian Ryan, alongside Siobhan Griffin, part of the research and development team at Lintbells. Research was conducted by OnePoll;   2,000 people were questioned about how they treated their dogs, including whether their pet was allowed on the bed and whether they celebrated their pet’s birthday. The top line showed nearly 75% of those surveyed considered their dog as part of the family.

 

What we did

 

  • Research
  • Story creation
  • Drafting of tailored press releases
  • Liaised with Lintbells and broadcast journalists throughout the sell-in
  • Secured extensive coverage across UK national and regional radio meeting and exceeding client’s key target

 

Challenges

A pet supplement manufacturer talking about the welfare of animals is overtly commercial, but having an animal behaviour expert as a spokesperson really helped, especially as she has worked with the BBC in the past.  

 

The Outcome

In total, 16 opportunities were secured, which included 3 national stations in Sky News, BFBS and RNIB Connect. BBC Hereford & Worcester and BBC Leeds featured in the running order, as did a further 11 regional stations across the UK. The combined figure for this campaign totalled 7,643,000.