Work Furbo Dog Camera Australian Launch 2018

Deliverables
  • Communications strategy
  • Media Relations
  • Social Media Relations
  • Media monitoring & analysis
Overview

Icon Agency was appointed by Tomofun to create a strategic and creative PR campaign for the Australian launch of the Furbo Dog Camera – the first dog camera designed with an interactive treat tossing system, to allow parents and pups to play from anywhere.

The launch campaign ran from April to June 2018, targeting only earned media which resulted in a staggering 38 pieces of targeted editorial and 26 posts by top-tier Australian social media influencers. 

 
Background

Crowdfunding a best-selling pet camera

The Furbo Dog Camera was creating when Co-founders Maggie Cheung and Victor Chang realised that the hardest part of their day was having to leave their dogs home alone while they were at work.  

And so, began the journey of creating the Furbo Dog Camera! 

Through a hugely successful crowdfunding campaign and an appearance on the Ellen Show, the Furbo Dog Camera was crowned the #1 best-selling pet camera on Amazon in the US.

Challenges

Amplifying a U.S. launch in the Australian market

After a hugely successful U.S launch, Icon was trusted with creating a robust PR and Influencer campaign to launch the Furbo Dog Camera into the Australian market through only earned media. 

Solution

Generating buzz via traditional media & social influencers

Australians are avid dog lovers with 60% of Australian households owning a pet. To tap into these audiences Icon created a strategy that combines high voltage TV and metro media coverage with social media community building to generate buzz, brand awareness and sales. 

Icon used a strategic product seeding and reviews timeline to generate buzz around the launch along with our great relationships with top-tier media and influencers. This allowed us to build a campaign that only contained earned/free media and influencer opportunities. 

We engaged key social media influencers to build an engaged and loyal audience around the brand. These influencers – lifestyle bloggers with dogs, celebrities with dogs and dog influencers – were used at key points of the PR program to further activate online awareness and demand.