Of course the film itself went through rounds of approval with the brand team to ensure it was both on-brand and appropriate content. Beyond this, being a U.S. focused TV spot (and not a children’s product or other highly regulated category), we simply had to translate the content from social media to television format and edit it for time (30 seconds).

The social listening we conducted told us 4 things about our audience and why the music video was successful: 1) Corgis are really popular, 2) Dog owners naturally personify their own dogs’, 3) The love of bacon is universal, and 4) the song was catchy.

We engaged Beggin’s awesome social influencers to collaborate with us which drove 60% of our overall engagement. We also worked with rap influencers, like T.I., TPain, and Destorm Power, which drove 77% of campaign shares and retweets.

The moment the spot aired the campaign hashtag #IGetBeggin was trending worldwide.

The bet we placed with the Grammys paid off big time - especially given the noticeable lack of rap and hip hop representation this year. 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 best in class CPG US benchmark of 38%) a true testament to testing content online before leveling up to a national television spot.

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 widespread positive sentiment towards the campaign.