Using Paid Media To Power Dogs Trust’s National Dog Survey

How paid media delivered record-breaking engagement and participation

Building on the success of the Dogs Trust 'National Dog Survey' in 2022 and 2023, we set out again to run a campaign which would drive online submissions of the National Dog Survey in 2024, a critical initiative that gathers insights into dog ownership in the UK. This data-driven campaign surpassed expectations, driving record-breaking survey participation while at the same time further building Dogs Trust’s reputation as the leading authority on canine welfare.

What we did

Paid Social

Display

Creative testing

The Results

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Lower CPA than target

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Overall YoY increase in results

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YoY brand consideration increase

The Challenge

To effectively target all UK dog owners and dog lovers, we needed an adaptable strategy that could cater to even the hard-to-reach owners. We were aware that previous surveys had revealed gaps, with men and younger audiences being particularly under-represented. To tackle these challenges, the campaign was strategically designed to connect with users, encouraging them to start their journey with Dog Trust and its services through defined paths based on survey insights.

Our Approach

To connect with as many online dog owners as possible, we implemented a full-funnel approach, running campaigns across platforms including Google, Microsoft, Meta, TikTok and Reddit, using audience profiling tools like YouGov. Each platform was strategically chosen to reach different audience segments to make sure we had all bases covered. Branded paid search played a key role in complementing organic traffic, creating seamless user journeys and driving users efficiently to the survey.

We delivered creative testing insights to refine the campaign and help us identify what resonated most with each audience. The most successful was a video with a message designed to spark a conversation and amplify the campaign message organically. This single ad on Meta alone contributed 1.8m page engagements and 1,921 comments with users discussing who picks up the poop and sharing photos of their dogs.

The Impact

Respondents were guided through tailored user journeys with Dogs Trust, seamlessly connecting them to the services most relevant to their needs. The wealth of data gathered from this campaign will have a lasting effect, helping Dogs Trust shape its services and strategies to better support canine welfare in the UK for years to come.

"We were thrilled to out perform all our KPIs & targets, building on the success of previous years and it's testament to the great working relationship we have with the team at Propellernet. The UK Search Award 2024 win was a brilliant bonus!"

Amy Hutchinson - Digital Marketing Lead