The Kennel Club: Crufts Factor

The Kennel Club tasked Smoking Gun PR with developing a hard-working PR and social media campaign to launch and maximise exposure of the 2013 Crufts Factor competition, driving ticket sales for Discover Dogs and Crufts.




– Increase brand awareness of Discover Dogs and drive ticket sales through PR and social media
– Increase Crufts ticket sales
– Drive Crufts Factor competition entries
– Generate press coverage for the 2013 Crufts Factor competition
– Generate social media engagement around Crufts and Discover Dogs
– Increase Facebook fans and Twitter followers for the Kennel Club’s Discover Dogs and Crufts social media channels
– Make Discover Dogs and Crufts relevant to a younger audience

Strategy & Plan

Smoking Gun developed a PR and social media campaign with two key activity peaks – a semi final at Discover Dogs 2012 and a grand final at Crufts 2013.

The campaign was created around a Facebook video competition app to find four finalists to compete in the Crufts Factor live final at Crufts 2013. Dog owners were encouraged to upload footage of their talented dogs for the chance to win a place in a live final at Crufts 2013.

Britain’s Got Talent winners Ashleigh and Pudsey were recruited to add media currency to the phase one launch story, with the Crufts Factor competition billed as a ‘UK search for the next Ashleigh and Pudsey.’ For phase two, a news hook was created with omnibus research revealing that ‘UK dogs are getting more talented thanks to the ‘Pudsey-effect.’’

Both phases of the campaign were supported with a social media strategy including outreach to celebrity dog owners, journalists and influencers, resulting in celebrity retweets from Millie Mackintosh, Mark Foster, David Walliams, Julian Clarey and Heather Peace.

A hard working media relations campaign to support the activity secured 126 pieces of coverage including online pieces with the Daily Mail and Sun.

Measurement & Evaluation

Campaign success was measured on the following factors:
Facebook and Twitter fan/followers increased
Social media engagement
Demographic reached via social media channels
Coverage and total opportunities to see
YouTube video views
Crufts Factor competition entries
Discover Dogs and Crufts ticket sales


275 media hits
Total opportunities to see 48million+
Discover Dogs ticket sales up 20%
Crufts ticket sales up 5%
Total Facebook community growth – 16,000 fans
57 Crufts Factor entries
Females, 18-34 key social media demographic reached
Celebrity retweets from Millie Mackintosh, Mark Foster, David Walliams and Julian Clarey


40 million Facebook page impressions
16,000 total Facebook community growth
275 media hits, 80 million OTS

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