Battersea launches first-ever major brand campaign
Leading animal welfare organisation Battersea, in partnership with Karmarama and Manning Gottlieb OMD, has launched its first-ever major brand campaign to raise awareness of rehoming and ways of supporting the charity. The campaign will begin on 5thApril and will continue to run throughout May.
Created by Karmarama with the media strategy executed by Manning Gottlieb OMD, the multi-channel campaign will challenge the common misconceptions about rescue animals whilst driving awareness of ways to support the charity in a light-hearted, joyful campaign. The campaign will kick-off with a 30” TV ad and will feature Britain’s finest (and probably only) animal journalists: Peanut the dog and Misty the cat. The real-life dog and cat duo will document the unsurpassable standard of care that goes on behind the scenes at Battersea, that results in their animals being so special to rehome. From veterinary check-ups, enrichment activities, training and socialising – Peanut and Misty record it all.
The 30” TV advert will feature alongside mini episodes on the Battersea website where the feline and canine journalists delve further into the expert care Battersea provides for its animals.
The media strategy is designed to reach a wider audience of potential Battersea supporters during the most impactful moments through AV, DOOH and Social. Supporting this is a layer of digital activity that will capture those in the market to rehome and make sure that they think of Battersea first.
This has been achieved by mapping the moments when people are most likely to engage with the content, e.g. when looking to be distracted, entertained or cheered up. The data is then used to deliver the message in a combination of automated, planned and reactive media moments.