Pre-opening registrations
YoY direct traffic surge
OOH value delivered
Total impressions
Pets in the City (PITC) is a premium doggie daycare and pet hotel provider dedicated to the philosophy that pets are integral family members. With an established reputation for high-quality care, they planned a strategic expansion into the dynamic West Auckland market with a new facility in Westgate.
Breaking Into a
Competitive Market
PITC needed a launch strategy that would cut through the noise and generate significant awareness. The primary objective was to achieve a critical mass of pre-opening registrations to ensure the new Westgate branch was viable from day one.
Highly competitive West Auckland pet care market
Need to achieve critical mass of pre-opening registrations
Deliver exceptional ROI within constrained marketing budget
Cut through the noise with standout brand awareness
A Community-Centric
Election Campaign
We recognised that traditional "We Are Opening" advertising would not be enough. To capture the hearts of West Auckland, we created the K9 Mayor Election.
Emotional Connection
Tapped into "pet humanisation" trend to create genuine emotional resonance
Community-Centric
Celebrated local dogs through the K9 Mayor Election competition
User-Generated Content
Owners "campaigned" for their dogs, fostering engagement and word-of-mouth
RIPPLE Framework
Reason, Identify, Position, Propagate, Listen, Evangelise for authentic impact
September to November 2025
A streamlined execution prioritising high-impact tactics within budget constraints.
The Competition Hub
K9 Mayor election drove community engagement with 194 entrants and 1,600+ votes
Hyper-Local OOH
High-frequency digital billboard campaign concentrated in Henderson area
Targeted Digital (Meta)
Facebook and Instagram campaigns to amplify competition and drive registrations
Grassroots Activations
Photo Days at local dog parks and the "Sniff-ari" scavenger hunt
Organic Social
Reels-first content strategy maximising visibility for the new location
Exceeding Benchmarks
and Expectations
The K9 Mayor Campaign was an unequivocal success. The integrated strategy delivered the ultimate business goal.
Dogs registered before opening day
Awareness & Brand Recall
Direct website traffic surge (YoY)
+162.8%New website users increase (YoY)
+27.1%Total impressions and views
1,054,603Media Efficiency & Value
OOH value delivered vs. investment
2300%+OOH frequency achieved (vs 4-6x benchmark)
7.68xCPC vs. industry average
50% lowerCPM vs. NZ average
65% lowerEngagement & Creative Impact
CTR vs. 1.64% industry benchmark
2.8x higherPeak CTR achieved
4.64%Organic discovery rate
92.5%"An integrated strategy blending memorable, emotionally resonant creative with strategic, highly efficient media buying and localised activations is a powerful blueprint for launching a new location."
By prioritising impact and community engagement despite budget constraints, Chase & Marshal successfully drove immediate demand and ensured the facility was profitable from day one.