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Ambassadors Case Study From Social Media Agency Spin Brands

Barking Heads, a natural high-quality pet-food brand, approached Spin Brands to broaden their marketing campaigns, increasing their recognition in a bold, new, and exciting way.

The Client

Barking Heads and Meowing Heads are a natural high-quality pet-food brand established in 2008 and owned by Mars. You can find their products in Waitrose, Pets at Home, and Morrisons to name just a few stores as well as online.

Facts & Figures

  • 21 full-time ambassadors
  • 307 Instagram posts
  • 409 Instagram stories
  • 4.04M impressions
  • $60,540 estimated media value
  • 716 assets
  • 39 influencers with a total reach of 690K

Help Needed

With no prior experience in the world of ambassadors, Barking Heads were looking for people who could truly represent and promote their brand without any of the risks that come with traditional influencer marketing. Equally, they were looking to broaden their marketing campaigns, increasing their recognition in a bold, new, and exciting manner whilst generating high-quality UGC to use on their own social feeds.

The Brief

Spin Brands began by understanding the lifestyle and tone of voice that Barking Heads were looking to align with. From here, they began looking for feeds that matched these values, sending messages and emails to gather interest.

Initially, they reached out to over 140 pet-focused Instagram accounts. Knowing that it was important to prioritise the quality of quantity, Spin Brands made sure to explain about the brand, the vision, and the process first. Through this, they then picked the most enthusiastic, relatable, and interested ambassadors who they knew would have the biggest impact, giving them a total of 39 accounts to work alongside. Some examples of notable campaigns are Halloween (‘Tricks for Treats’) and Christmas (12 Barking Heads of Christmas) which received a high level of interest, engagement, and followers.


About Spin Brands

Spin Brands is the go-to scale-up social media specialists, delivering impact and expertise from day one.