Iams

Objective

Create awareness for product launch and benefits among dog lovers

Platform

Hosted an intimate VIP blogger event with Chef Art Smith in NYC. Participants were encouraged to share their experience and key messages on social networks. Hosted a Twitter party for broader awareness

Results

37.2 MM earned media impressions
67% increase in recommendation intent
63% increase in purchase intent
7% increase in brand favorability
#2 national trending topic on Twitte