YuMOVE
Keeping the nation and its dogs fit…
ABOUT THE PROJECT
YuMOVE joins forces with Team GB heroes to keep the nation and its pets in shape
After delivering a blockbuster campaign for YuMOVE with Peter Purves Barks Back, we knew that we had to come up with something that would be worthy of winning a gold medal.
The brief was to continue to drive a step-change in brand awareness for YuMOVE, creating fame and cultural-relevance while bringing to life their brand values and product benefits and boy did we nail it.
Let’s take a step back. Summer 2020 saw a significant increase in doggy adoption, while lockdown took a toll on the waste lines – we had to find joy somewhere - for ourselves and our pets. It was an appropriate time to remind the 9m+ UK dog owners how much daily exercise the average dog needs and our audience of the positive effect exercising can have on your own mental health.
With elite sporting competitions ground to a halt, including the Tokyo Olympic Games, YuMOVE recruited dog-owning Team GB heroes to emBARK on a different type of challenge: keeping the nation’s dogs happy, healthy and active for life.
Our squad was led by British 1500 metre record-holder and 2 x European champion Laura Muir, who is also a fully qualified vet, Laura’s housemate Jemma Reekie, a Team GB middle-distance runner and 2 x European U23 champion and 3 x Paralympian and Rio 2016 silver medalist Lauren Steadman.
These remarkable women regularly prepare for the world’s most prestigious sporting competitions by training alongside their dogs. In what would have been the final week of the Olympic Games, our GB heroes swapped gold medals for wagging tails, launching YuMOVE Wagletics.
The four week social media campaign taught the nation new exercises to master and featured our Team GB heroes putting their dogs through their paces. Routines focused on mobility, strength, coordination and discipline and included a doggy agility course, ultimate frisbee, hide & seek and obedience challenges.
Let's talk about wins. As well as getting the nation’s dogs fit, we created a story that sparked the imagination of the UK’s media. A fabulous suite of creative social media assets, a brilliant picture and countless national and regional press interviews with our athletes discussing the campaign generated 200+ earned media articles.
200+
earned media articles
CREATIVE
ASSETS
boosted the campaign on social
MEDIA
INTERVIEWS
secured with athletes across
National and regional press
