INFLUENCER CAMPAIGN
THE CHALLENGE: Darwin’s, a raw pet food company, wanted to increase brand awareness and strengthen brand affinity by building more personal connections with pet owners. This campaign marked one of their first explorations into paid influencer marketing, adding a new layer to their existing digital strategy. The goal was to introduce the brand through credible, engaging voices in the pet community while seamlessly aligning with broader paid social efforts already in place.
THE WORK: GreenRubino’s PR and paid social teams partnered to launch a coordinated influencer campaign built around both paid and trade collaborations. We identified pet-focused creators whose content, tone, and audiences aligned with Darwin’s values. Our team managed the full scope of outreach, rate negotiation, contract development, and content approval across 16 partnerships. To extend reach and engagement, the influencer content was strategically amplified through paid social channels, ensuring that all creative worked in tandem to deliver a unified brand experience.
THE RESULTS: Between October 2023 and June 2024, the influencer campaign generated 5,795,591 impressions, 1,839 clicks, and 596 profile visits. Campaign content delivered a 35 percent lift in click-through rate compared to the account average, reinforcing the value of creator-led storytelling within a broader media strategy. Just as importantly, the initiative demonstrated the power of cross-functional collaboration, with PR and paid social working together to build a high-performing new channel for brand engagement.
@twocrazycatladies Feeding your cats a raw/ancestral diet helps promote longevity and extend the time we have with them. 😻 One of our favorites is @darwinspetfood Check out our link in bio and use the code: CATLADIES for a special intro offer! #ad #darwinsforlife ♬ original sound – Two Crazy Cat Ladies
@whata_bout_winston Todays lesson: never say never 🤭Let me know all your questions you have about this transition! Code WINCE for 10lbs of @darwinspetfood food + free gift! #dogmom #dogmomlife #milennialdogmom #whatifeedmydog #rawfeddog #rawfeeding #rawdogfood ♬ Echos in My Mind (Lofi) – Muspace Lofi
@thezcattledogs Feed my dog with me!! We are back to feeding some raw and my dogs are so happy about it! We still feed dry in addition to raw because they love the diversity and its nice for boarding and on the go!! #dogmom#rawdogfood #dogfoodrecipe #feedmydogs #dogenrichment #dogmeal#dogmealtoppers #dogmusthaves #highenergydog #dogswithallergies #vlog #TikTokCreatorSearchInsightsIncentive ♬ original sound – The Z Cattle Dogs