Tomofun launched its Furbo Dog Camera in June 2018 with a media and influencer relations campaign. Months later with Christmas approaching, it wanted to launch a new campaign to increase brand awareness and drive sales.
Tomofun engaged ImpactInstitute to develop a proactive media and influencer outreach campaign to position the Furbo Dog Camera as the number one gift on every dog lover’s Christmas wish list.
Impact Institute focused on a unique target market, 25-35 year old women who see themselves as parents of their ‘furbaby.’ We reached out to a cross-section of media outlets with four new story angles focused on the emotional bond between “pawrent” and “furbaby.” The product’s unique technical features and benefits were also highlighted.
To help amplify brand awareness, ImpactInstitute engaged influencers with both gifted and paid collaborations. Through these engagements, Furbo product messaging was shared via video content directly to the target audience on Instagram.
Through continuous media communication and fresh story angles, ImpactInstitute secured coverage across print, online and social media – reaching more than 4.3 million Australians.
The Furbo Dog Camera was profiled in publications such as Australian Dog Lover, Better Homes and Gardens, New Idea and Pretty Fluffy.
Uniquely, Tomofun tracked the direct impact of this coverage on sales, demonstrating a lift in both brand awareness and revenues during the campaign period.
