YuMOVE

How we got the nation talking about doggie dental health

ABOUT THE PROJECT

Launching YuMOVE’s doggie dental sticks

Did you know that one of the most common reasons dog owners bring their beloved pooches to the vets is because of dental problems? Well, the veterinary scientists at YuMOVE did - which is why they developed a new range of Dental Care Sticks designed to combat the problem and restore the balance of good and bad bacteria in dog’s mouths.

Though the science behind the product was groundbreaking, getting press to write about bleeding gums, plaque-ridden fangs and the product’s trademark Activbarrier technology was always going to be a challenge… it’s just not sexy!

So, we turned to some of the nation’s best-loved celebrity dog lovers to help us spread the message about maintaining doggy dental health. In a fun and engaging way they helped us get the nation talking about the problem and checking their dog’s dentures.

We partnered with Sara Cox, Nadia Sawalha, Jorgie Porter and Radzi Chinyanganya who all took to social media with their pets sporting a set of diseased dentures. Swapping their pearly white celebrity smiles with a set of gnarly fangs with no clear explanation certainly got their fans talking.

A few days later, they shared reveal images announcing their partnership with YuMOVE and talking about the importance of looking after their dogs’ teeth and gums. Each image showed them using YuMOVE dental care sticks at home with their pooches, encouraging fans to use them as a way of maintaining pet’s day-to-day oral health.

We also created a campaign video with our talent, featuring UGC style clips they captured at home with their dogs, announcing the campaign on YuMOVE’s social channels.

Simultaneously, we sold in the provocative pictures to national, consumer lifestyle and pet media, along with consumer research we commissioned, revealing the challenges dog owners face when they try to brush their pooch’s teeth at home - a tough task and a reality that we knew many pet owners would be able to relate to. And placed talent media interviews where they could talk about the campaign.

YuMOVE vet, Jayne Laycock provided some helpful hints and tips for dog owners looking to take better care of their dogs’ dental health, which resulted in some incredible brand messaging in consumer press around the benefits of YuMOVE’s new range of Dental Care Sticks.

We generated 27 pieces of coverage across national and trade media, including titles such as METRO, Daily Mirror, Fabulous Magazine and S Magazine, with a combined reach of over 126 million. Likewise on social, our celebrity snaps reached almost 750,000 dog owners on Instagram.