Mutt Madness
SOCIAL MEDIA CAMPAIGN
For four years, I have led Camp Bow Wow’s award-winning Mutt Madness campaign alongside the digital marketing team. This social media campaign is a play on the NCAA Division I Men’s Basketball Tournament and capitalizes on its popularity amongst the public.
A pool of pups is gathered from Camp Bow Wow’s very own Corporate Office then matchups are randomly selected. These matchups get posted to Camp Bow Wow’s verified Instagram account via the Stories feature and their follower base of over 20,000 is tasked with determining who moves on to the next round. This process is repeated until there’s only one pup standing to be crowned the “Top Dog”.
For fun, an internal office bracket is also provided to determine which team member is “Top Human”.
This campaign is integral to driving brand awareness as Camp Bow Wow’s engagement rate skyrockets during the competition - in 2023, their engagement rate increased more than 50%! Each year, the results throughout the competition provide the team with key insights on their followers. For instance, year one we learned there was preference in large breed dogs on our Instagram while there was a small breed preference on Facebook. This insight has been verified each year of the competition. This information has been used in social ad creation for each individual platform to increase reach and clicks, improving PPC.
YES, IT’S TRUE. I PIT THE OFFICE PUPS AGAINST EACH OTHER.
BUT IT’S ALL IN THE NAME OF GOOD FUN!
As an additional aspect to the competition, an internal office bracket challenge was added to the mix. This lead to the ultimate office dilemma - how to pick just one pup to win when we love them all! Will pet parents choose for their pups to make it to the end and be Top Dog? Or will they pick a different office pup? What if you have multiple dogs in the competition? This side of the competition added some fun to our office culture!
The Moment Everyone Waits For
〰️
The Moment Everyone Waits For 〰️
INTRODUCING CAMP BOW WOW’S TOP DOG!
After Camp Bow Wow’s followers make their voices heard in the final round, a new Top Dog can be crowned! Every year, the Top Dog gets featured on Instagram to wrap up the campaign and signify to the followers that we are closing out yet another successful year.
When it came time to design this carousel and establish a look and feel, I was inspired by how athletes are highlighted during sports broadcasts. I thought this approach was perfect to implement as a nod to further emphasize that this campaign is inspired by the original March Madness competition.
