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Charlie’s Choice
In the summer of 2023, AVEVE launched Charlie’s Choice, a new premium dog food brand designed to meet the high standards of devoted dog owners across Belgium. To mark the arrival of this product in a competitive, growing market, AVEVE wanted to develop an influencer campaign that focused on the special bond people share with their pets. In addition to the traditional campaign elements, a unique “petfluencer” strategy featured well-known dog petfluencers, embodying the brand’s tagline, “a pet nose best”.
A pet nose best
Generating reach was an important part of the briefing in creating awareness. That is why we used a 3-way approach during the first launch year of the brand including paid collaborations with influencers who functioned as ambassadors, an event for World Animal Day and a big micro influencer seeding further amplifying reach.
After the first successful year, Charlie’s Choice wanted to further nurture its presence on social media and reach an even bigger audience, so in 2024 we decided to work with 4 ambassadors who shared content during 4 key moments, including a special at home delivery by the playful border collie Charlie himself and tailor-made birthday shoots for the dogs. We worked with 4 different types of profiles to reach as many different target groups as possible, while having one thing in common: wanting only the best for their dog.
This 2-year approach resulted in an social media value of € 113K and a reached of over 1.5M.
- Making Charlie’s Choice visible as a brand
- Generate demand for Charlie’s Choice among dog owners
- Build up a fan and seeding community
- Development and implementation of (product) seeding strategies and community building
- Support product launches