A 'Pawfect' Christmas Campaign
How Filtered Media positioned the Furbo Dog Camera as the number one gift on every dog lover’s Christmas wish list.
The challenge
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.
The challenge was to re-engage key media outlets and influencers less than 6 months after a product launch, and create interest in the product for the key Christmas sales period.

The solution

Tomofun engaged Filtered Media 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.

 

Filtered Media 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, Filtered Media 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.

The outcome

Through continuous media communication and fresh story angles, Filtered Media 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.

The results
18
Influencer collaborations secured
25
Media mentions
5,000,000+
Potential audience reach
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