equimedia’s brief for this campaign was to create content around personal injury, and distribute it through social media channels as well as utilising online influencers and PR.

The campaign focused on producing an informational piece of content about dog attacks. Desk research was supported with a YouGov survey to assess the public’s attitudes and assumptions, the trends in the volume of dog attacks, information about the most likely breeds to attack and advice on how to prevent dog attacks. All the data and findings were combined into a detailed report which included case studies and interview quotes from animal and legal experts. This content provided the ideal platform for PR and social outreach.

The report was hosted on the Simpson Millar website and featured in a press release targeted at national, regional, lifestyle and dog related press and publications. The content was shared across LinkedIn, Google+, Twitter and Facebook and outreached to relevant bloggers.

The press release was quickly picked across key news media sites such as The Independent, The Sun and Daily Mirror, as well as other publications such as Dog World and Pet Business World. This activity was shared widely across social networks, with Twitter dominating with 85% of the organic share.

To further amplify the social media reach, the campaign continued with a short burst of paid promotion on Facebook. This activity continued to expand the audience reach, increasing social engagement and clicks through to the website.

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