Imagine a free mobile app for dog owners that boosts their health, their pets’ health, and rewards them for doing so! Sound too good to be true? Not to Biscuit members: Within two years of its launch in 2022, the pet care app had amassed around 150,000 users. Partnering with 3THINKRS in spring 2024, it was looking to grow awareness even further.
The brand had landed PR hits with previous campaigns, but needed its customers to connect with its paw-sitive message … Our job was to find new ways to get its stories seen – AND understood – by the most people possible.
Like a dog with a bone, we got to work.
What we did
Biscuit works by incentivising dog owners to take the best care of their pets. That includes everything from flea treatments, to pet insurance, to daily walks, all of which are tracked in the app and rewarded with points, or ‘biscuits’. Biscuits can then be redeemed at Amazon, M&S, Tesco, restaurants, charities… the list goes on.
With so many Biscuit users spread across the country, it spelt one word to us: DATA.
We worked with Biscuit’s marketers and data scientists to pull its most compelling statistics – ones that wouldn’t just hook journalists but would let us showcase the app’s power for getting dogs (and their owners) fit and healthy.
To back up our claims, we helped Biscuit reach out to its members and gather heartwarming case studies – and adorable photos! – from users whose lives had been changed by the app.
Next, it was a case of pitching exclusives to national media, targeted data-led stories to regional publications, and case studies to journalists seeking the personal touch to complete their stories.
The results
The Daily Mail was so taken with our data-led stories, it ran two pieces of coverage including one featuring an interactive map. Combined, the pieces generated more than 680,000 online views, with hundreds of thousands more coming from syndication across networks like MSN. The story also made the print editions of the Daily Mail and the Daily Star and was discussed on the BBC’s radio network and Talk TV.
Similarly, The Mirror ran an exclusive titled ‘I made £700 just by walking my own dogs – it’s so easy to do’, featuring an interview with a Biscuit member who had responded to our case study outreach. The article detailed how Biscuit works, the rewards available, and – crucially – the health benefits that both dog and owner get from using the app. It received 84,000 online views, with tens of thousands more coming from syndication across networks like Yahoo.
In total, the two-month campaign generated:
• 5.9 million online coverage views
• 26 pieces of coverage (including 2 in print, 1 on TV, and 3 on radio)
• 296 social engagements
• 223 dark social shares
• Average domain authority of 70 across coverage sites
Testimonial
“3THINKRS took the time to truly understand what sets Biscuit apart. Their creative approach to leveraging our data, combined with powerful storytelling, allowed us to connect with dog owners across the UK in a meaningful way.
“From national headlines to local radio shows, the work not only boosted awareness but also sparked genuine conversations about pet health and wellbeing. Their ability to align our PR strategy with our business goals made a real difference, and the results speak for themselves.”
Jo Ward, Head of Marketing, Biscuit Pet Care
By 3THINKRS
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