70K
Social Shares
+18M
Impressions
$50M
PR Value
Making National Fetch Day a celebration of doggy joy & user engagement
Discover how we turned National Fetch Day into a nationwide celebration, leveraging Chuckit!’s innovative pet products to foster joy and bonding between dogs and their human companions.
The Brief
Chuckit!, the leading innovator in active dog toys, created National Fetch Day in 2018 to celebrate the 20th anniversary of the Chuckit! Launcher. They approached us to help build awareness and excitement around this new holiday and integrate it seamlessly into the cultural calendar. The holiday, observed on the third Saturday in October, aims to enhance the traditional game of fetch by emphasizing the human-animal bond and the importance of exercise for pets. The goal was to establish National Fetch Day as a popular annual event, engage pet owners across the country, promote Chuckit!’s brand, and drive both social and media coverage.
The Execution
To launch National Fetch Day, we developed a comprehensive campaign utilizing NationalToday.com to promote the event and reach a nation-wide audience. We collaborated with Chuckit! on a targeted social media campaign featuring the hashtag #MakeFetchHappen, encouraging pet owners to share photos and celebrate the holiday. The campaign aimed to raise awareness about dog obesity and promote active lifestyles for pets, and has been ongoing since 2018.
Additionally, Chuckit! leveraged the holiday with special product promotions, sweepstakes, and local park activations across the country, bringing people together to celebrate “The Best Dog Party of the Year.”
The Result
The National Fetch Day campaign achieved outstanding results for Chuckit!, generating over 18 million impressions and 70K social shares. The campaign delivered a PR value of $50 million, helping establish National Fetch Day as a well-recognized and celebrated event. Chuckit!’s special promotions and local park activations further expanded the holiday’s reach, raising awareness about dog obesity and promoting active lifestyles. National Fetch Day continues to thrive with high participation and enthusiasm each year, highlighting Chuckit! as a leader in the pet toy industry and fostering a vibrant community celebration around “The Best Dog Party of the Year.”
