The Goal
This year marked our second-annual Bark Madness for Evolve Pet Food, and the goal was to make it even bigger than the last. We wanted to engage more people, try out new targeting methods and increase brand awareness for Evolve Pet Food. In year one of Bark Madness, the contest exceeded our expectations and resulted in a highly-engaged fan base voting each week to see their favorite breed advance to the next round. It was a natural decision to keep this timely, four-legged tournament going for a second year.
The Process
In year two, we wanted to ramp it up by using video to create “player cards” for our players. We added a bit of humor by creating relevant player names, such as Pugsy Bogues or Goldie Bryant, along with listing out some stats for each of the player cards.
We kicked it off with a hype video of the players “practicing” for Bark Madness, then did some retargeting with those video viewers on content throughout the campaign. We also sent out two dedicated emails reminding our subscribers of the upcoming tournament. An additional element to Bark Madness 2.0 was the creation of a landing page, Bark-Madness.com where users could create their own bracket or vote for their favorite players after the Bark Madness tournament started.
The Results
Upgrading Bark Madness to be more video-focused proved successful, garnering more than 3 million impressions for the brand (33% of which were Organic). The video posts were 3x more engaging than the static posts, and the hype video with all the breeds featured was the top-performing video this year. In fact, the views from this video resulted in an additional 84k minutes of content watched versus the year prior.
We also established a strong connection with breed-focused Facebook groups that were enthusiastic about their breed winning, such as Cattle Dog Clubhouse. Overall, the tournament allowed us to target breed-specific audiences and bring in new fans to the page- thus growing brand awareness and engagement for Evolve Pet Food.
Want to learn more about what creative ideas Parachute has to increase your brand’s awareness on social media?