👀 Challenge
Modernize the Westminster Dog Show, introducing the event to a Gen Z audience without losing their core audience. 

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💡 Insight
The common denominator between WKC's core audience and Gen Z? Their love of dogs. 

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💫 Strategy
Meet Gen Z where they are, tapping influencers, cultural trends, and the power of video to showcase the event's humor and awe-worthy moments without missing the competitors (pups) intense focus to take home the big prize. 

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🏆 Wins

• 27MM Impressions

• 2.6MM Engagements

• 9.7MM Video Views

• 9.4% Overall Engagement Rate

 

🙋‍♀️ My Role:
Senior strategist, responsible for developing the social campaign for the 147th Westminster Dog Show and run of show for live content capture. With Gen Z in mind and a sports-centric approach, I helped to provide topdog social coverage throughout the 4 day event.

Our on the ground coverage paired with livestream access allowed for a full view on social of the day to day events. Partnerships with friends in NYC such as the New York Mets, The Dogist, The NBA and our coverage partners at Fox Sports gave this beloved event the barks it deserved.