When tasked with promoting the ARM & HAMMER line of Pet
Fresh bags, filters and carpet cleaner to both millennials and this fall, the
LCWA home PR team leveraged the massive popularity of pet-focused online
influencers to promote the products’ benefits and drive consumers to online
retailers.
To reach these distinct target audiences “where they live”
online, we utilized a two-tier approach. For millennials, we identified leading
“Pets of Instagram” accounts – including Sam Has Eyebrows and Emwng – to help tell the Pet Fresh story
with engaging content featuring quality photography and video. We also reached
out “Pet Parent” bloggers including, This Worthey Life, Tamara (Like Camera) and The Adventures of J-Man & Miller Bug,
to reach Moms with pets. The influencers created relatable web and social
content, including reader giveaways for extended reach and enthusiasm.
With 1.6 million impressions, the program successfully
demonstrated to pet lovers how ARM & HAMMER can help keep homes clean and
odor-free, even with furry family members. Stay tuned for more exciting ARM
& HAMMER activations this year!
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