PitPat is a pet tech startup that sells what is essentially a Fitbit for dogs.

They partnered with UKTV in a £1m advertising deal using TV to build brand awareness at scale. A two-phase campaign plan was implemented to deliver 50% 1+ plus reach across the UK TV portfolio of channels.

The first phase was a brand-focused ABC one campaign aimed at building reach quickly and driving brand awareness through the call to action “Search for PitPet”. This was followed by a more targeted optimised media plan supporting a more functional product lead advert designed to capitalise on the growing brand awareness

The campaign succeeded in delivering the desired outcome.

Unprompted brand awareness rose from 5% to 15%. Their website saw a five-fold increase in traffic, and sales increased by four and a half times from the launch of the campaign.

This story was originally covered by Thinkbox.