BEST IN DOGE
REUNITING THE BEST IN SHOW CAST AFTER 20 YEARS,
WE CREATED A ONE-OF-A-KIND
LIVE ONLINE
AWARDS CEREMONY
HONORING THE INDIVIDUAL, QUIRKY, WEIRD, AND WILD TRAITS
THAT MAKE EACH DOG SPECIAL.
THE LAUNCH
With Jane Lynch as our host and face of the awards, we orchestrated a phased campaign launch with various deliverables, creating curiosity, anticipation and excitement.
Jane Lynch
AMPLIFYING
THE MESSAGE
Leaked Zoom Meeting
To boost awareness and encourage participation, we created a Zoom video call to introduce the fellow cast members in the upcoming awards ceremony, and strategically leaked it to influencers to spread on social media
Influencers
To further enhance awareness, we engaged our influencers and encouraged them to post pictures of their pets alongside our landing page.
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THE LIVE ONLINE
AWARDS SHOW
The Doge Red Carpet with Agador
Our E! inspired pre-awards show hype with the Bob Ross of dogs.
The Categories
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Naughty by Nature
PRESENTED BY JOHN MICHAEL HIGGINS
Heartfelt Heroes
PRESENTED BY DON LAKE
Soft Skills
PRESENTED BY MICHAEL MCKEAN
Tenacious Talent
PRESENTED BY BOB BALABAN
Freestyle
PRESENTED BY JOHN MICHAEL HIGGINS
A Cryptic Landing Page
We launched the buildup to the awards with a mysterious landing page with only the name of the show and a clock counting down until showtime.
Jane's Teaser Post
Jane posted a cryptic message on her social media, hinting at her connection to the campaign without divulging the specifics.
Jane's Interview on Ellen
Jane revealed herself as the host in an exclusive interview with Ellen.
The Emailer
An email sent out to Ollie's mailing list gave a clear summary of the event.
Commercials
We added a few commercials presented by Jennifer Coolidge to promote social advocacy.
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