American Pet Products Association (APPA)

Strategic Planning / Brand Awareness / Partnership Marketing

Challenge:

The American Pet Products Association wanted to raise awareness of their Pets Add Life or “PAL" initiative promoting the value of having a family pet. The program had ample traction on social media and the APPA was looking for additional ways to connect with families who would benefit from having a pet in their lives.

Solution:

Create exposure at events through partnerships with pet product companies and other pet centric organizations that would create meaningful engagements with prospective pet parents.

Results:

Echo integrated the Pets Add Life campaign into the Bark at the Park program, a marketing partnership with select MLB teams, that created millions of media impressions and hundreds of thousands of engagements for the APPA with families who love baseball. In addition to promoting PAL via media and various messaging channels, fans were encouraged to upload photos of themselves and their dog pals at one of the Bark at the Park games for a chance to win prizes like a GPS pet tracker or game tickets. In addition, Echo created valuable partnership opportunities with pet product manufacturers and pet welfare groups that continue to provide value.