When Obs hypermarket wanted to increase footfall and attract their primary target group – families with children – we knew that pets was the answer.
During the pandemic, there was a 1,689% growth on keyword searches for ‘puppies’ in Norway, and insights showed that most pet owners are, in fact, families with children. As budgets were limited, social became our go-to vehicle for paid media due to its increased usage during lockdown and its capabilities of segmentation per interest. Our tongue-in-cheek strategy planted the idea of pets becoming influencers!
‘OBS SEARCHING FOR FURFLUENCERS, IS YOUR DOG READY FOR A BLOG?’
We partnered with dog and cat groups on Facebook and nine pets were chosen to star in the campaign. Over the next two months, 100+ pieces of content spread through social channels and through the Furfluencer accounts.
+ 0 %
up from 4.8%