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Campaign Masterclass - @DangerousSnail25


26 Jun 2018







Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.

Event Type: Member Event

Address: Red Consultancy, 41 – 44 Great Windmill Street, London, W1D 7NF

Event Overview

Come and hear about the creation of @DangerousSnail25 – the world’s first Instagram account for a snail which was crowned the Health & Wellbeing winner at last year’s PRCA National Awards.

The campaign for Bayer harnessed the power of social media to raise awareness of the dangers of lungworm in dogs and spread the message that preventative treatment was available.

The inspiration for the campaign came from our planning research which showed pet owners are obsessed with sharing images of their pets online and nearly one in five have a social media channel dedicated to their pup…#dogsofinstagram attracts 750k+ posts each day!  To make best use of the budget, our strategy was to create something that could be pushed out socially (specifically targeting dog owners) which would also give us content to bounce into traditional wide-reaching national and regional editorial, alongside vet and pet owner press.

The campaign achieved 3.2 million reach via Instagram, over 130 pieces of editorial coverage, 217,000 views of video content and drove a 73% increase in traffic to the Lungworm website.  Aside from the PRCA National Award, @DangerousSnail25 also won Best PR Campaign at the Veterinary Marketing Awards and was shortlisted for another seven industry awards.

During the masterclass, we’ll share our strategy for gaining followers and creating Insta-worthy content plus how we managed the approval process for Bayer’s first use of Instagram to make the feed seem reactive (when everything was actually pre-approved).

  • Registration & Breakfast: 09:00-09:30
  • Presentation: 09:30-10:15
  • Q&A: 10:15-10:30

This event is worth 15 points in the PRCA CPD Programme.

For more information please contact Tara Munis, Events Executive, PRCA,