{"id":102577,"date":"2017-07-20T17:39:00","date_gmt":"2017-07-20T22:39:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/search-britains-classiest-pet\/"},"modified":"2024-12-19T16:40:49","modified_gmt":"2024-12-19T21:40:49","slug":"search-britains-classiest-pet","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/search-britains-classiest-pet\/","title":{"rendered":"Creative Case Study: In Search of Britain\u2019s Classiest Pet"},"content":{"rendered":"

We took on Clas Ohlson, the third-largest Swedish retailer after Ikea and H&M, as a new digital services client in March this year. <\/span>
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\n<\/span>For the uninitiated, this brief visual overview available on their <\/span>company history<\/span><\/a> page indicates the size and value of the company. <\/span>
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While huge in Sweden, Clas Ohlson is not a widely known brand name in the UK, so when the home and hardware chain took on DAC Creative services, it was in order to raise awareness for the brand, increase social followings and generate engagement and conversation.<\/span>
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\n<\/span>Month one\u2019s campaign, an April Fool\u2019s prank based around pretending to launch a range of Brexit-related products, did extremely well, generating just under 5000 post interactions, 136 comments and 197 shares – \u00a0a huge achievement for a socially quiet brand that, up until that month, rarely received many more than 10 likes per post.<\/span><\/p>\n

For May, however, the client asked us to digitally support the launch of a new range of pet products. \u00a0The brief was to generate conversation and awareness for their range of pet items as Clas Ohlson is not typically connected with products like this. <\/span>
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\n<\/span>To spread the message far and wide, we decided we needed to go down the user-generated content route. Getting people to post their own content for you not only saves you in ideation, creation and promotion time, but you are reaching out beyond your standard audience to the friendship circles of all those who posted content.<\/span><\/p>\n

We decided to launch a competition – an effort to find Britain\u2019s CLASsiest pet (get it?). This would involve UK residents taking original footage of their pet and posting it on Instagram with the hashtag #COClassiestPetUK. <\/span><\/p>\n

To further build out Clas Ohlson\u2019s online audience, we included in the terms and conditions that entrants had to be following the brand\u2019s Facebook and Instagram profiles in order to be eligible to win.<\/p>\n

Key information<\/b>
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