Yappy.com: Converting awareness into sales
Strongest Christmas sales period to date
Featured on This Morning & Mail Online
Driving sales:
Yappy.com achieved its best ever Christmas sales period following a 12-month PR campaign that dramatically increased the brand’s visibility and consumer reach.
Alongside record seasonal sales, we secured 523 pieces of coverage with a combined reach of 428 million, including placements on This Morning, Mail Online, Metro, GQ, HELLO! and The Sun.
Yappy.com was a successful personalised pet e-commerce brand looking to evolve from a niche online retailer into a recognised household name.
With gifting season representing a critical commercial period, the brand needed a PR strategy that could consistently drive online traffic and position Yappy.com as the go-to destination for personalised pet products.
E-commerce growth relied on reaching very different consumer behaviours at the same time, from digital-native shoppers influenced by creators and online media, to traditional consumers still driven by newspapers, magazines and TV.
The Strategy:
We built a tactical press office programme centred around consistent product placement, targeted media relationships, influencer gifting and seasonal storytelling that showcased both the quality and affordability of the products year-round.
Alongside securing 66 Christmas gift guide placements, we landed the brand’s top media target, a This Morning gift guide feature, supported by strategic celebrity gifting and experiential launches including a “doggy wellness” influencer event for a new supplement range.
The campaign also delivered regular national coverage, strengthened media relationships across lifestyle and consumer press, and firmly established Yappy.com as a leading brand in the personalised pet space.
