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Research results show that while the current pet owners shared the positive aspects of their relationships with their pets at a rate of 93%, the difficulties and negative experiences were almost never shared. Therefore, it turned out that those who consider adopting a pet do not realize how important this responsibility is. Newly pet owners think it's a good thing not to go to the vet until their pet develops a health problem. They do not get tested for allergies before adopting a pet. They do not calculate the cost of owning a pet. Such problems cause adopted pets to be left behind on the street. Royal Canin aims to draw attention to these problems with its call for Responsible Animal Ownership.
In addition, there is this trend of being a pet owner. The target audience that the brand should appeal to is constantly growing. So the need to establish a communication with these people is increasing day by day.
So Royal Canin aims to spread the awareness of responsible pet ownership in the society, to eliminate the causes of pet abandonment and to reduce the number of animals left behind at shelters.
A communication campaign was planned in order to make people pay attention to this issue and to explain that pet ownership is a serious responsibility. At the heart of this campaign, there emerged the decision to shoot a series with some content that would attract people's attention and make the audience question themselves.
As the series is aired on streaming platform BluTV, the first competitor of Netflix in Turkey, the brand's communication activities on the topic are also carried out through social media platforms and digital media collaborations, simultaneously.
In collaboration with the XOXO, Elle, Instyle and Marie Claire magazines, video interview of the series' actors with their pets were shared with public. Popular podcast programs were attended with content integration.
PR kits were sent to 300 people in total with the gala night on August 19th, 2021. Press releases were made upon the release of the series. The ongoing posts of social media content producers and micro-influencers continue to support the spread of the project.
The series was watched 94,000 times in the first and a half month on BluTV.
In the last episode of the series, the values of Royal Canin were communicated as an open call to all animal lovers and pet owners, with a manifesto read by the lead actor of the series. This open call, along with the long and short versions of the manifesto, was aired on Spotify, YouTube, radio stations and podcasts. As a result, the manifesto reached a total of 1,118,619 people.
The communication activities carried out for the production, which reached 7.2 points on IMDb, achieved 94 million screening and 35 million reach.
In the 2 months period on air, the series gained the appreciation of 72% of the audience, according to the research conducted among the BluTV viewers.
75% of series mentions on social media are positive.
While the brand awareness turned out to be 14% top of mind in the research conducted a month ago, although the brand is hidden in the series, 17% of the audience can guess that it is the project of Royal Canin, with no help.
41% of the viewers comment about the series as "talking about the responsibility of adopting a pet".
Compared to the 1-month period before the campaign, in the post-campaign period there was a 32% increase in brand mention and the tone of positive emotion increased by 17%.
Source:
CURIOCITY, Just Think About This! Communication Effectiveness Report, September 2021
KIMOLA, Campaign Engagement Report, September 2021
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