"Fitbit for Dogs" tech startup builds brand awareness at scale through a partnership with UKTV
PitPat is dedicated to improving animal health and wellbeing through the application of wearables, technology & data.
PitPat is dedicated to improving animal health and wellbeing through the application of wearables, technology & data.
PitPat is a pet tech startup that sells what is essentially a Fitbit for dogs.
In 2019 they partnered with UKTV in a £1m advertising deal using TV to build brand awareness at scale. A two-phase campaign plan was implemented to deliver 50% 1+ plus reach across the UK TV portfolio of channels.
The first phase was a brand-focused ABC one campaign aimed at building reach quickly and driving brand awareness through the call to action “Search for PitPet”. This was followed by a more targeted optimised media plan supporting a more functional product lead advert designed to capitalise on the growing brand awareness.
The campaign succeeded in delivering the desired outcome.
Unprompted brand awareness rose from 5% to 15%. Their website saw a five-fold increase in traffic, and sales increased by four and a half times from the launch of the campaign. In 2023, PitPat raises an additional £4 million media capital round from ITV AdVentures across ITV’s channels and ITVX. UKTV also followed-on this round.
