About this project
To celebrate International Dog Day, Milk-Bone focused on a strategic partnership with the influencer Animal Care by Yaraliz. The initiative involved co-creating an exclusive “Pawty,” designed to celebrate pets and connect with the community through a blended in-person and digital experience.
The campaign:
The brand activation was held at the Animal Care by Yareliz facility. To maximize its reach, the event was promoted through the brand’s social media channels and was designed to create an emotional connection with pet owners. The event featured a festive atmosphere that blended education, interactive activities, and giveaways. The participation of an influencer was key to driving authentic, organic content, which amplified the impact of the entire campaign.
Results
The partnership proved highly effective for brand visibility:
Attendance: Thanks to the influencer’s outreach, 47 registered dogs attended, joining approximately 25 pets already on-site for the overnight program.
Incentives: Exclusive Milk-Bone tote bags were gifted to the first 30 attendees.
Digital Performance: The event recap reel achieved a significant impact, reaching 7,112 views with a 6.56% engagement rate.
Reach: The collaboration achieved a direct reach of over 5,000 people through event posts, with an estimated indirect exposure of 40,000 users.
