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Driving social media engagement for with Pete Wicks and Thornberry Animal Sanctuary · Case Study



One of our key objectives for is to increase the brand’s Instagram following and grow their female 18-34-year-old audience. We used audience profiling tools such as YouGov to delve further into the demographic and found they have a brand affinity to shows on ITVBe and in particular TOWIE. Using this insight we developed a multi-channel Christmas campaign, partnering with a key influencer, TOWIE star, Pete Wicks and a local animal charity Thornberry Animal Sanctuary. The partnership aimed to engage with the target audience and increase both brand awareness and sentiment. ‘Santa Paws’ incorporated a variety of tactics including a live-stream video, organic and paid social, influencer partnerships and PR activity.


  • Increase Instagram followers, in particular, a younger 18-34-year-old audience
  • Increase social engagement and participation
  • Drive competition entries, and in turn increase traffic to the website

Now teamed up with Sheffield-based charity, Thornberry Animal Sanctuary, and TOWIE’s Pete Wicks, a well-known dog-lover, to host a festive live-stream on the company’s Facebook page. The stream featured interactive games with the dogs, whereby the audience could win prizes, for example, guessing which of three adorable pugs would eat their Christmas dinner first to be in with a chance of winning a restaurant voucher. The live-stream also featured Q&As with Pete, interviews with the workers at the sanctuary, and introductions to the dogs available to adopt.

In the run-up to the stream, we launched an Instagram competition which was also promoted by Pete, to be in with a chance of winning a £500 shopping spree, the audience had to like, share and follow @GalaBingo and the winner was announced during the live-stream, to encourage users to watch and engage with the content in realtime. 

Ahead of the live-stream, we analysed YouGov data to discover how many Brits have adopted dogs, compared to purchasing from breeders and also commissioned a survey to reveal how many people have given up dogs in the past.

We developed a press release revealing the shocking findings and promoted it to national, lifestyle, trade and animal titles, to encourage people to tune into the live-stream.

Coverage of the campaign included trade, charity and regional publications, such as InterGame, Charity Digital News, Casino Beats, UK Fundraising and in print in the Sheffield Star and Rotheram Adviser.

The main aim of the stream was to raise awareness and money for the animal sanctuary, and to provide some fun, light-hearted content whilst doing so.



increase in Instagram followers


reach of livestream


pieces of coverage across regional and trade titles


total Facebook reach (all posts)


raised for the charity

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