Pet PR Campaigns: Examples of Successful Campaigns

Do you like pets? Do you like PR campaigns? Ok great, I've got a post here that you'll probably like!

In this post I've shared and analysed 28 of my favourite PR campaigns that are all about pets. To make them a bit easier to scroll through for, I've broken them down by different campaign formats such as Surveys, Index Campaigns, and Expert Commentary.

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Pet PR Campaigns: Surveys

The Happiness of Pet Owners by Tracking Happiness

📊 22 RDs (Referring Domains), 12 DR (Domain Rating) 50+

This survey campaign by Tracking Happiness is a really good example of how surveys can be used to provide valuable audience insights while also forming a strong PR story capable of earning backlinks. For the survey, mental health brand Tracking Happiness surveyed 12,167 respondents from around the world asking them if they owned a pet and how happy they’ve been in the last year.

One of the risks of doing survey campaigns is that you can sink a lot of money into survey responses with the fear of needing a certain outcome from the results in order for your campaign to work from a PR point of view. Given that Tracking Happiness is a brand all about ways to boost positivity and happiness, I imagine they were very much conducting this survey in the hope that the results revealed that people with pets are happier than those without pets. Which thankfully for them it did! It’s always good however to plan your surveys in a way that gives you strong potential headlines regardless of the direction the responses take, otherwise you could be left with the bleak reality of no interesting data to use and a large invoice to pay.

I always love to see survey’s with a big sample size like this one has - 12,167 total respondents, 9,663 of which were pet owners. In reality, the sample size probably doesn’t need to be that high, but the data nerd in me loves to see it. The advantage of having a larger sample size is that when you break your responses down by certain demos or responses, you still maintain a reliable sample size.

For example, this campaign also ranked which pet owners are happiest by how many pets they own and what type of pets. By having a total survey size of 1,000, once you start filtering that down by just horse owners for example, your sample size for that level of analysis can sometimes become extremely small, and not really a sample size we should be using for any sort of analysis.

National Dog Survey by Dogs Trust

📊 71 RDs, 45 DR 50+

Speaking of Survey campaigns with an incredibly strong sample size, this survey from Dog Rescue Charity in the UK, Dogs Trust, is based on a whopping number of respondents at over 400,000! The scope of the survey is massive too, with the final report detailed over a 29 page pdf. From an SEO point of view, the pdf version of the report having links from three BBC domains is probably less than ideal as pdf’s usually aren’t great for ranking purposes, but the pdf url does actually rank on page 1 and 2 for some decent terms.

What I like about this Survey campaign that’s different to most, is because it’s been done by a Charity, they’ve detailed how the results of the survey help them understand their audience better and learn where their resources are most needed. The campaign page has a section on how they’ve used these insights to direct trends in their work which I thought was a really cool touch.

It’s also another great case study in how valuable formats such as Surveys and Index Campaigns can be in creating content that you can repeat on an annual basis, which is great for not just giving you easy content ideas to start with each year, but also for helping your brand become more and more synonymous with the topics of your campaign by giving your target audience repeat exposure to them every year. As is the case with anything, the more points of exposure you can create, the more impact your messaging will be able to have, both in terms of the power of it, and also your audience’s recall of it (sorta pun sorta intended).

Pets vs Partners: Who Do We Really Care For Most? by Jollyes

📊 1 RDs, 1 DR 50+

As I referenced with the Tracking Happiness survey above, approaching surveys with an ideal headline in mind that you’re looking to reverse engineer with your survey questions, can be a really effective recipe for campaign success. Doing this helps to give you a really strong chance of creating the type of eye-catching headline that will not only grab the attention of the Journalist you’re pitching to, but also their readers who they’ll be trying to convince to click on their article.

Jollyes have done a good job of just that with this Survey campaign which found that more than half of pet owners would put their pets first over their partners. Although the campaign only shows 1 referring domain in Ahrefs, I do think it’s a good example of how to use a Survey format to create a compelling headline with some original audience insights data, with the landing page also doing a nice job of breaking the data down into subsets such as male vs female, age ranges, and type of pet owned.

Pet PR Campaigns: Data Studies

The Most Popular Dog Names by Rover

📊 245 RDs, 174 DR 50+

This campaign by Rover that reveals the most popular dog names combines two of my favourite Digital PR tactics - internal data and annual reports. Rover is a directory for dog sitters and dog walkers and uses the data that customers input about their dogs to reveal the most popular names. I love that the campaign page also digs into trends as well, such as how dog names are inspired by pop culture events like the Olympics, and unique one of a kind names, my faves being Ruepaw and Albus Dumblepaw.

My favourite part of the campaign though is the fact that they update the campaign every year. One of the best campaign hacks is if you can find a format that works and is repeatable, run that shit back! Rover have been doing this same campaign every year since 2021 and it allows them to get great PR coverage every year from it. But they’re also smart about using the same url each year and updating the content rather than the url, which is why the page has so many referring domains.

Of course it’s also a super on brand idea for Rover and allows them to effortlessly target their core audience. All of these things combined with the success of the campaign has also enabled the campaign page to earn its own organic visibility and rank high for keywords such as “popular dog names” and “most common dog names”.

The Most Popular People Names for Dogs by The Washington Post

📊 52 RDs, 21 DR 50+

Sites like The Washington Post, New York Times, etc, that publish a lot of their own long form research stories can be really great sources of creative inspo if you do a site search followed by some relevant keywords such as your topic and things like data, interactive, etc. This is a fun piece that The Washington Post did exploring the crossover between names used for humans vs names used for dogs. To do so they analysed the names of US Citizens vs the names of 61,000 dogs available for adoption on Petfinder.

It’s a really well constructed landing page with great graphics like the one below, along with a fab tool that tells you if your name is more likely to be a dog name or a human name (apparently Matt is a “mostly dog name” 🐶). I really like how they’ve added a few case studies and pics of dogs with very human names and the stories behind why they were given those names.

The Price of Pet Ownership by Savoo

📊 34 RDs, 29 DR 50+

My favourite piece of advice for coming up with relevant campaign ideas is to find problem points for your target audience, and then create content that helps them find solutions to the problems they’re facing. This campaign by Savoo does just that, with a really extensive data-led research piece on the lifetime cost of owning a pet.

I also love how they’ve broken the data down by different breeds of cats and dogs to allow them to compare the cheapest and most expensive breeds to own. They’ve also included data at the end on the most pet friendly cities in the UK and in Europe, which is great, but feels like something that should be fleshed out as its own campaign rather than just added on to the end of this piece. I do wish there was more detail on the methodology and data sources used too.

United Kingdom of Cats and Dogs by Sainsburys

📊 12 RDs, 5 DR 50+

This next campaign that was done by Sainsburys way back in 2017 looks at which cities are more likely to be dog lovers vs cat lovers, and is a clever example of how you can use internal sales data to reveal interesting audience insights that allow you to create a compelling story for your PR campaign.

There’s a few things that I don’t love about the campaign page that make the data side of the campaign quite unclear. For example, it’s not super clear if it’s based on internal customer data from their pet insurance database, or if some or all of it is based on survey responses (I’m assuming internal data). The landing page is also pretty basic and doesn’t allow you to really dig into the data and compare cities.

That said though, I really like the postcode tool that lets you lookup data specific to your location on if it’s a dog city vs a cat city, and what the top dog and cat breeds in your city are. Overall, it’s a cool example of what you can do with internal data sourced from a pet brand to provide audience insights data, potentially with bespoke regional data for as many regional news sites as you want to target.

Pet PR Campaigns: Index Campaigns

The Most and Least Pet Friendly States in America by Safewise

📊 146 RDs, 35 DR 50+

The actual idea for this campaign isn’t the most original one ever. I think most experienced PRs would think of an Index campaign ranking pet friendly places. What I really like about this one though is the methodology and the metrics they’ve used to define how pet friendly each State is.

Rather than just looking at things like the population of pets and number of pet friendly apartments in each State, SafeWise also looked at ranking States based on how safe they are for pets to live in by analysing ranking factors such as Pets-left-in-car laws and Animal fighting paraphernalia law. I really like that as a creative spin on what I feel like the most likely direction would have been for this campaign in most cases.

The Best and Worst Dog Breeds To Share A Bed With by Secret Linen Store

📊 10 RDs, 6 DR 50+

A lot of the most successful PR campaigns in terms of the total number of referring domains earned, often come from ideas that combine two popular topics together and allow you to target more than one major industry with your outreach. Here, a bed brand has combined the topics of sleep and pets together to create a campaign analysing the best dog breeds to share your bed with.

Secret Linen Store created an Index ranking the best dog breeds to snuggle up in your bed with based on their average size, and a shedding, drooling, barking, and energy score for each breed. The methodology isn’t super clear as to how they’ve graded the scores, for example if it’s based on the levels of barking or if it’s just graded on a 5 point scale with an element of personal judgement involved, but I do love how they’ve named their final index score the “Pup All Night Score” 😅.

The landing page is also very well put together with a nice bit of analysis and visuals for the best and worst breeds, as well as some great advice at the end with a breakdown of the pros and cons of sharing a bed with your dog, along with some general advice. Content like this following your data insights can be a great way of showcasing your expertise, adding more value to the user, and optimising the page to rank for relevant keywords.

The UK’s Top Places to Live to Increase Your Pet’s Quality of Life by We Buy Any Home

📊 9 RDs, 6 DR 50+

This campaign from We Buy Any Home is one of my favourite examples of a pet themed Index campaign. In this campaign they’ve created an Index ranking UK towns and cities by how pet friendly they are for your furry companions to live in. From a data point of view it’s very detailed and analyses some great data sources on the number of pet shops, groomers, and training centres per capita, plus the average rating of Vets in the area, as well as some of their own internal data on property prices and types of gardens available.

It’s also one of my favourite landing pages for a campaign like this. The colour scheme and the visuals look stunning, and I love how they’ve included a tool to look up your own town/city from the 133 that they analysed. Including the average cost of a property in each area against the index scores is also a really nice touch, with the graphics displaying the cheapest and most expensive areas from the top and bottom 10 cities.

The Best Cities for Dog Lovers in the World by Protect My Paws

📊 64 RDs, 28 DR 50+

This next campaign from Protect My Paws is similar to the We Buy Any Home campaign, but puts its own twist on the idea of the best cities for dog fans. First of all, they’ve looked at major cities around the world rather than just in the UK, and secondly, they’ve also taken a different approach to how they’ve defined the “best cities”. Rather than creating an Index ranking made up of different factors, they’ve approached the idea less so from the perspective of pet owners, and more at people who love to be around dogs. From there, they've researched the number of dogs in each major city, to find which have the highest number of dogs per km2, and weighted by the population of the city.

I really like the landing page for the campaign which showcases a creative approach to creating the campaign’s visuals that are really user friendly and easy to quickly digest all of the important data points. I also love how they’ve weighted the data by two different metrics - the area size of the city and the population of the city. This helps to create two different sets of “best cities” that you can outreach to regional and national news sites.

The Most and Least Dog Friendly Countries by The Swiftest

📊 30 RDs, 8 DR 50+

From two campaign rankings the best dog friendly places in the UK and around the world, to a very similar one, this time ranking the top dog friendly countries. I’m a big proponent of finding and analysing campaign ideas and formats that have worked well in other spaces, and then finding ways to adapt them to your own market. This could be finding a well executed format and putting your own twist on it with a different topic, or adapting a campaign from a different industry, or finding a campaign that worked well in a different locale and redoing it either in your own country or looking at a country comparison instead.

The Index is also very well created, ranking 51 countries against eight different metrics such as animal protection, pet friendly hotels and vets per capita, and laws against animal abuse. The ranking factors looking at animal abuse laws such as if animal sentience has been formally recognised and if dog meat is common food in that country are a great touch in my opinion. Metrics like these allow the Index to go beyond just your standard ranking factors such as the number of vets and pet friendly places.

The landing page is also really well put together with great visuals and a breakdown of the best and worst countries for each ranking factor. One of my favourite aspects of Index campaigns is how you can create a unique ranking angle for the best and worst places, not just overall, but also for each individual factor. This allows you to create a wider range of regional stories if one region doesn’t rank super high or low overall, but is the best/worst for one specific factor.

The UK's Regions With The Highest Numbers of Dog-Friendly Hotels by Dog Friendly Hotels

📊 6 RDs, 1 DR 50+

Index campaigns ranking the best places for blah blah blah are a really popular format, particularly within the Digital PR community, and it’s easy to understand why. When done well they give you so many different data points and angles that you can outreach, and is a format that has a lot of potential to earn links at scale, while also being something that you can go back to and update each year. I really like this example from Dog Friendly Hotels. I imagine coming up with this idea for this specific brand probably wasn’t the hardest concept to unearth, but I do love how on brand it is.

The Index is again really well executed and goes beyond just looking at which cities have the most dog friendly hotels. Instead they’ve analysed the percentage of hotels that are dog friendly, and the number of 4* and 5* ratings rather than just looking at an average (something that I’m a big fan of doing myself with TripAdvisor, Google Reviews, etc, data). This helps to give the data an added layer of credibility in my opinion, and makes for a far more interesting story than just looking at it from a pure quantity point of view.

The Top 50 Pet Friendly Airlines in the World by Budget Direct

📊 12 RDs, 7 DR 50+

Another really strong Index campaign here, this time from Budget Direct who ranked 50 different airlines based on how pet friendly they are. The ranking is based on 10 different metrics including the number of pets you can travel with, cabin allowance, travel fees, and the reputation of the airline. It’s a very well put together Index with high quality metrics and a good number of them. The infographics on the landing page are also really well done.

The Doggy Daycare Report by Money.co.uk

📊 10 RDs, 5 DR 50+

This next campaign from Money.co.uk looks at the cost of doggy daycare around the world. If you’re looking at running a campaign that compares and ranks different countries, using a filter of just looking at OECD countries is a good way to limit down the scope of your research without missing off major countries that would be considered a glaring omission from your study. Obviously it’s great to look at as many countries as you can, but we all have a budget for our PR campaigns and that just isn’t always possible. Plus, a lot of the time you end up collecting data for the sake of data on countries that you won’t be outreaching to. Looking at OECD countries gives you a nice manageable number of 38 countries while also having some sort of criteria for selecting certain countries and omitting others.

The campaign researched the number of doggy daycares with Google My Business listings in each country, and then analysed their cost relative to the average annual income in each country. I think the number of daycares per country would be a lot more interesting if it was filtered by per capita rather than just having America on top because any rankings that end up with the biggest places on top always just feels a bit useless to me.

But the data analysing the daily cost and what percentage of the average annual income for each country gets spent on daycare costs for your dog is a lot more interesting. The data also helps to give you multiple angles to rank different countries as the best and worst, by looking at which countries have the most expensive and cheapest costs overall, but also which are the highest and lowest percentage of the average income.

Pet PR Campaigns: Experiments

Doggy Devotion by Canine Cottages

📊 246 RDs, 120 DR 50+

When I think of pet campaigns this is always one of the first ones that comes to mind for me. It’s a really great example of finding a great sweet spot for a campaign that blends creativity, a great methodology, and a topic that hits an emotional trigger for a large audience. For the campaign, Canine Cottages used doggy heart rate monitors to study how their heart rates reacted to different scenarios, finding that they got most excited when humans told them they love them 🥹.

The campaign just lists three examples from the study so it isn’t clear if they explored more reactions but it would be cool to see the data explored in more depth on the campaign page if it was available. It does go to show though that your campaign doesn’t always need a load of different data points as long as it has one great one that can create lots of good headlines.

The Words Dogs Love The Most by OnBuy

📊 17 RDs, 11 DR 50+

Science! For this campaign, OnBuy surveyed pet owners to discover what words their dogs react to most, and then used heart rate monitors to analyse the change in BPM of dogs’ heart rates when those words were said. I love the creativity of this campaign, taking the heart rate monitor format but doing it on dogs rather than humans. The results aren’t especially surprising but it’s a really well rounded campaign page that also includes some breakdowns by breed, and some nice quotes from dog owners.

I was a bit surprised looking at the sites it has links from that it didn’t get picked up by the big Nationals, which from my experience gets a lot of PRs down if they don’t get the big fancy titles. Instead the links are from pet sites and some international sites too. The upside of this though is from those 12 RDs DR 50+, it earned 9 follow links.

Pet PR Campaigns: Product PR

Pet Plaques by TrustedHousesitters

📊 29 RDs

If there’s one thing that I’d love to see more of from PR campaigns produced within the Digital PR space, it’s campaigns that have a really strong storytelling element to them that hits you right in the feels. Here, TrustedHousesitters put their own spin on the traditional concept of plaques and created plaques for inspirational pets.

This campaign by TrustedHousesitters is a fab example of combining the best of PR and SEO together - the brand focused storytelling of Traditional PR with the added SEO input to help the piece earn backlinks and drive page traffic. The landing page is a lovely read through of the stories of each pet and their owners too.

Pop Up Bonfire Night TV Channel by Sky and Now TV

📊 8 RDs, 3 DR 50+

I love this campaign as a creative example of how you don’t have to be a pet brand to create a campaign focused around pets, that can still remain super relevant to your brand. In the lead up to Bonfire Night, Sky and NOW TV teamed up with Dogs Trust to create a special Bonfire Night TV channel for anxious pets. Yet another great example of taking your core topic and combining it with another topic that has a lot of public interest to create a PR campaign with a lot of media and audience appeal.

I also like this campaign as an example of how survey data can be used to set the scene for a Product PR campaign by delivering the “why” of the story, as well as some extra audience insights to round the story out. Their stat revealing that 45% of dog owners say their dog isn’t calm when they hear fireworks, combined with the expert tips from Dogs Trust and a Vet they sourced, do a great job of turning a Product PR stunt into a really nicely fleshed out landing page for a campaign like this.

Matching Owner & Dog Jumpers by Missguided

Another example here of a clever bit of Product PR, this time from the fashion industry. Back in 2019, Missguided launched matching dog jumpers so that dog owners could sync their outfits up with their fluffy friends. It’s another case of something that looks super simple when you see it, but is the end product of years and years of taking in similar PR campaigns and training the creative side of your brain to come up with ideas like this.

The matching dog jumpers were covered across basically all of the top UK news publications, although all of the links now seem to go to 404 pages - oops! One of the greatest benefits of Product PR that I think doesn’t get mentioned often enough is the power of these types of campaigns in driving sales directly from your PR coverage. Don’t get so caught up in KPI metrics like number of links, DR of publications, and so on, that you forget to focus on the metrics those KPI metrics are supposed to be indicators of - commercial metrics such as website traffic and sales.

This is also a great example of a format that can be remixed and replicated in so many different ways by different brands. For example, you’ve also got matching Halloween costumes for you and your dog, matching luxury dog beds, and matching sofas.

Is Your Pet Cath Kidston's Next Dog Model by Cath Kidston

📊 8 RDs, 8 DR 50+

The Dream Job campaign format doesn’t seem to be as prevalent as it was in the early 2020’s when you couldn’t go a week without seeing a new example of a brand looking to pay someone to do something very fun/weird. Nowadays it seems like a format that’s much less commonly utilised. I really like this example that Cath Kidston ran back in 2020 when they created a blend of a Competition and a Dream Job format where you could nominate your dog to become a Cath Kidston Dog Model.

Dream Job campaigns, as is the case with any format, are dependent on the story they’re able to tell, and this example does a great job of hitting on some strong emotions with their target audience. It also does a great job of bringing a Social Media strategy into a PR campaign by using a branded hashtag for the entry submissions, allowing the campaign to produce benefits beyond just backlinks and SEO metrics.

I’m a big fan of campaign formats that can be replicated across lots of different topics and brands, which is very much the case with Dream Job campaigns. For example, you’ve got kids applying with their dogs to be a bean bag tester, the opportunity to visit pubs with your dog to review which are most dog-friendly, and a “Chief of Pet Flicks” where you can get paid to watch animal movies. Brands have also ran Dream Job campaigns to hire someone to review pet-friendly hotels and test how dog-friendly new luxury lodges are.

Pet PR Campaigns: Reactive PR

Vet Issues Urgent Warning to Dog Owners Over Viral ‘Lemon Slice’ TikTok Trend by Everypaw Pet Insurance

Not all campaigns need to be data-led insights or creative formats like stunts or Product PR in order for them to be effective. Pet owners are always on the lookout for information on how to best care for and look after their pets, meaning that there’s a big opportunity to earn PR coverage from Reactive PR tactics such as expert commentary.

This is one of many really good examples of how you can use experts such as Vets for pet brands to not just earn coverage and backlinks, but really showcase your expertise and authority if you have relevant internal experts, or enhance your brand image and perceptions by providing valuable content to your target audience via the use of external experts.

Here, Everypaw Pet Insurance used expert commentary from their in-house Vet to react to a TikTok trend that could be dangerous to dogs. It’s a great example not just of using expert commentary to earn coverage and build your brand, but also how to capitalise on social media trends as part of your Reactive PR strategy.

Coronavirus Hits Pet Industry by GoCompare

📊 66 RDs, 50 DR 50+

This next campaign produced by GoCompare back in 2020 during Covid times, is a really great example of how you can use a blend of Reactive PR tactics with data-led insights to produce a campaign that hits a nice blend of hitting a topical story in a way that has enough angles and a long enough period of relevance to be a big success.

It’s not totally clear from the landing page how GoCompare have sourced the cost of buying a dog, but the comparison points to show how lockdown increased the demand for people wanting to buy a pup, and therefore the price, is a great piece of data analysis that’s not just interesting but also newsworthy. The breakdown by popular breeds and average insurance prices are also a great touch for added analysis and brand insight with the use of internal data.

Pet PR Campaigns: Social Media Data

The Naughtiest and Best Behaved Dog Breeds According to Instagram by Protect My Paws

📊 66 RDs, 50 DR 50+

This next campaign from Protect My Paws is a great example of how social media data can allow you to produce some compelling insights and form the basis for a successful campaign. Here, Protect My Paws have analysed the number of Instagram hashtags for each dog breed associated with good or bad behaviours, for example, #gooddog and #cleverdog vs #baddog and #naughtypuppy. They then compared the number of hashtags for each breed to see the percentage split between the well behaved hashtags and the naughty hashtags.

In terms of the execution from a data point of view, something like this is very simple to replicate. To get Instagram hashtag data, literally all that you need to do is search for the hashtag and the app tells you how many posts exist for that hashtag. What I like that this campaign has done however, is taken the data insights from each post a step further and also scraped the posts geotagged with a location to reveal which countries and US States have the highest percentage of good vs naughty hashtags.

This part of the research is a bit more complex to collect, but it definitely adds an extra layer to the story told by the campaign, as well as giving you those much sought after regional angles that are so great for securing coverage on regional news sites. That data split by countries helped the campaign to earn backlinks in the UK, US, Australia, and even in Romania!

The Most Watched Dogs on TikTok by Money.co.uk

📊 20 RDs, 8 DR 50+

In this campaign from Money.co.uk., they’ve ranked the most watched dog breeds on TikTok. I’m always a fan of using social media data and trends as a starting point for a campaign idea as a lot of the time you can get really interesting data very quickly. While expert commentary is usually the go to format for campaigns based on social media trends, this one is a good example of how to use social media data for a data-led insights campaign idea.

The idea in execution here is relatively simple. All that’s been done is a simple search for hashtags of different breeds on TikTok. From that search you can quickly see the number of views each hashtag has. Data like this can help you create some interesting stories, and takes literally seconds to source for each hashtag. The campaign also added some extra insight into which Dog Influencers could make the most per sponsored post on TikTok - again, another data point that provides a lot of value but is very quick to research.

Where Do The Happiest Pet Owners in the World Live? by Petplan

📊 18 RDs, 11 DR 50+

I loooooove this campaign so much. It’s such a cool example of how AI tools can be used for really creative purposes within the Digital PR space. At first I expected this to be a basic survey campaign (which is fine) but the methodology is so much more creative, and produced a significantly better output.

To find out where the happiest pet owners live, Petplan used AI to analyse the facial emotions of 250,000 images of pet owners and their pets found via Instagram and Google Images, to give them an average happiness score for each photo. A really creative use of AI tools 👏.

Pet PR Campaigns: Visuals

How Pets See The World by HomeAdvisor

📊 52 RDs, 23 DR 50+

Not all campaigns need to be based on data-led insights. Another popular format for PR campaigns over the years has been using visual assets in a storytelling format to reveal how things would look like, either reimagined in a different format, or as in this example, through the eyes of someone else.

As Digital PR becomes more competitive, big budget design led campaigns like this have really become a thing of the past. Which is understandable, they’re not cheap to produce. This is one of my favourite examples of the sliding perspectives format that HomeAdvisor created to show how different pets see your home. As well as being a cool piece of content, it also has a genuinely useful use for pet owners which is likely why it did so well on a PR front. My favourite is the Parrot one below that basically gives the room a colourful boujee makeover 😅.

See The World Through Your Pet's Eyes by TrustedHousesitters

📊 20 RDs, 8 DR 50+

Throughout this post you may be seeing a lot of campaign ideas that you think would have been great ideas for your brand. Well don’t feel disheartened if that is the case. Very few PR campaigns are totally original ideas. Most have taken a campaign idea from previous years or a different industry and put their own twist on the idea to make it their own. This is a good example of how two similar campaign ideas can both be a success.

Similar to the HomeAdvisor campaign above, TrustedHousesitters also produced a campaign with the aim of giving pet owners an insight into how their pets see the world around them. The key with any campaign idea is to ensure that you’re not just blatantly copying someone else’s idea and that you put your own spin on it. That spin could be something as simple as looking at a new industry or market, or as has been done here where TrustedHousesitters have created a tool that lets you upload your own pictures which their tool will then put a filter on your photo to show it how it would look through the eyes of a dog, cat, bird, or rabbit.

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