CLIENT:
Dogs Trust
PROJECT:
National Dog Survey
National Dog Survey
We worked with Dogs Trust to create the National Dog Survey; one of the largest animal welfare surveys in history.
A post-lockdown crisis
During lockdown, the companionship of dogs provided a lifeline for many and the number of UK households acquiring pets shot up by 3.2 million over the course of the pandemic.
However, Dogs Trust had tracked a drastic increase in the number of visits to their ‘giving up your dog’ web page. Concerned for the future welfare of these animals, we were tasked to help Dogs Trust understand some of the issues dog owners were facing.
An integrated approach
We developed the first-ever National Dog Survey and launched the integrated campaign across TV, radio, press, social and digital display.
Dog owners were encouraged to complete the survey by the star of the campaign, an adorable Border Terrier, to inform Dogs Trust about how dogs and owners alike had been affected by lockdown and how to understand their unmet needs better.
Results
The National Dog Survey has provided a unique insight into dog ownership. It has uncovered insights such as how many pups were welcomed into families during the pandemic, what age group was most likely to get a puppy, how much people paid for their dogs and how many of us buy our four-legged friends Christmas presents.
Overall, we broke the campaign targets with over 369,000 surveys completed. 47% of survey competitions were driven via the digital ad campaign and there was a 60% opt-in to further communications.
