Internet fame of dogs rivals humans’, so we had to do more than just a 30 second spot for the Grammys. We needed to introduce the world to Boss and the treats that inspired his first ever nationally televised single, I Get Beggin’.

We had Boss take over Beggin’s social channels on the days surrounding the Grammys. We worked with rap influencers, like T.I., TPain, and Destorm Power to give us credibility within the music scene. We used social and digital paid media to support the omni-channel campaign with one clear call to action: watch the full video on YouTube.

The social community lauded Boss the Corgi as the best rap ‘performance’ of the Grammys, engendering incredibly positive reactions and causing the campaign hashtag #IGetBeggin to trend worldwide.

The commercial generated a 46% lift in brand awareness for Beggin’ (higher than the 38% best in class CPG US benchmark). The campaign drove over 2.06MM views of the video, generated 125M impressions (51% of which were earned) and over 500K engagements. Partnering with rap influencers and influential dog accounts on Facebook, Twitter, Vine, and Instagram drove the majority of the engagements and positive sentiment towards the campaign.