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UK’s First Dog-Friendly Wrapping Paper


At a glance

  • Ruff Wrap wrapping paper was the top selling Christmas product of 2017
  • Secured a total of 31 pieces of coverage across media, websites, social and TV
  • 16 backlinks on media sites including The Daily Mail, The Times, Metro, Evening Standard, Yahoo, Ideal Home and Country Living. Plus two, four minute long features on Made in Leeds TV
  • Featured by 13 dog-owning bloggers on Instagram and their websites, with 100% positive reviews
  • Generated an increase in organic website traffic, compared to the rest of the year
  • Increased social media referrals (through organic and paid activity)
Narrative

Monster Pet Supplies is an ecommerce retailer based in Leeds, providing everything pet owners need from food to beds, and treats to accessories.

To cut through a competitive time of year in retail, Wolfstar were tasked with raising awareness of Monster Pet Supplies through an SEO-led PR campaign. We recognised that many people buy and wrap presents for their dogs, but they also had no idea there are harmful chemicals used in the process of treating traditional wrapping paper. The team sourced and branded the UK’s first dog-friendly Christmas wrapping paper, made from soy-based inks and self-sealing, causing no choking risk from tape and ribbon.

Wolfstar filmed video footage of the paper being ripped by a team member’s family dog, and shot imagery to use on the website and in the press. The product page was created and social media launch posts drafted. Personalised presents including samples of Ruff Wrap were sent to online influencers and key media, and a morning of face to face meetings with journalists took place to get the product seen. Through this outreach we secured valuable backlinks and drove new visitors to the Monster Pet Supplies website.



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