Indoguration
On a <$5K event budget, DVMC devised the largest virtual celebration for dogs on behalf of Pumpkin Pet Insurance to honor Major Biden as the first shelter pet to live in the White House. The Indoguration raised $200,000 for our shelter partner and achieved worldwide coverage.
Case Study
OVER 5,000 PRESS MENTIONS
7.5 BILLION IMPRESSIONS
OVER 5,000 PRESS MENTIONS
7.5 BILLION IMPRESSIONS
Pumpkin is a pet care company that helps people keep their dogs and cats healthy throughout their lives by offering a unique pet health care plan that combines best-in-class pet insurance & preventive care.
DVMC helped Pumpkin launch onto the market in April of 2020, gaining national press coverage for their launch despite the chaotic newscycle of the early pandemic.
DVMC worked to establish the brand and build its SEO.
To keep media interested, DVMC drafted creative pitches and strategies to garner attention for the fledgling brand. The pinnacle of that strategy was Major Biden’s Indoguration.
ABOUT PUMPKIN PET INSURANCE
Pumpkin is a pet care company that helps people keep their dogs and cats healthy throughout their lives by offering a unique pet health care plan that combines best-in-class pet insurance & preventive care. They have been helping cats and dogs since the company’s launch in the spring of 2020.
DVMC helped Pumpkin launch onto the market in April of 2020, gaining national press coverage for their launch despite the chaotic newscycle of the early pandemic.
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DVMC worked to establish the brand and build its SEO.
To keep media interested, DVMC drafted creative pitches and strategies to garner attention for the fledgling brand. The pinnacle of that strategy was Major Biden’s Indoguration.
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<$5,000 EVENT BUDGET
OVER $200,000 RAISED
<$5,000 EVENT BUDGET
OVER $200,000 RAISED
MAJOR BIDEN'S INDOGURATION
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During the pandemic, there was one silver, furry lining –a 700% rise in pet adoptions from shelters as people sought companionship during the stay-at-home order. In January 2021, there was excitement about Major Biden being the first-ever shelter dog to reside in the White House. DVMC saw an opportunity to rally America’s canine-loving community to celebrate our universal love of dogs through Major Biden, Joe Biden’s newly-adopted canine companion, and gain new levels of exposure for Pumpkin.
To celebrate the Indoguration of Major Biden, and help more dogs live the American Dream, DVMC facilitated a partnership between Pumpkin and Major Biden’s former shelter, The Delaware Humane Association (DHA), to host an ‘Indoguration’ celebration – a virtual event that would raise funds for the DHA.
With a requested donation of $10 to RSVP and 100% of the proceeds going directly to DHA, Major Biden's Indoguration was the world’s largest virtual ‘Zoom’ celebration for dogs. In the weeks prior, Pumpkin launched a campaign to nominate an honorary ‘Secretary of Rescue Dogs’, and during the event, the newly-elected pup was announced by 14-year-old animal activist and philanthropist Sir Darius Brown.
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Hosted by Jill Martin of the Today Show, the #1 US morning show, the event featured celebrity guests and an original song written and performed by Josh Groban.
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The event was attended by over 10,000 pups.
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The media from the Indoguration gained record-highs for Pumpkin, with an estimated $14.2 million dollar ad value equivalent, and 7.5 billion in aggregate readership. DVMC garnered over 5,000 media mentions across the country in all 50 states, with eight other nations also following coverage of our event. The event was also enormously successful on social media, gaining 480 million shares across multiple apps. There were 22,000 mentions of our term, ‘Indoguration’, and 30,000 upvotes on the popular social media platform, Reddit. During the day of the event, ‘Indoguration’ trended on Twitter.
The Indoguration was covered by a wide variety of news outlets, such as People, USA TODAY, CNN, NPR, BBC, NBC News, Mashable, the New York Times, and countless others. Pumpkin saw a 70% increase in organic traffic during the campaign, and a 15% lift in average daily sales.
The event, which was executed on a shoestring $5,000 budget, raised over $200,000 for the Delaware Humane Association, demonstrating the power of DVMC’s creative thinking, strategy, and execution.
ABOUT PUMPKIN PET INSURANCE
Pumpkin is a pet care company that helps people keep their dogs and cats healthy throughout their lives by offering a unique pet health care plan that combines best-in-class pet insurance & preventive care.
DVMC helped Pumpkin launch onto the market in April of 2020, gaining national press coverage for their launch despite the chaotic newscycle of the early pandemic.
DVMC worked to establish the brand and build its SEO.
To keep media interested, DVMC drafted creative pitches and strategies to garner attention for the fledgling brand. The pinnacle of that strategy was Major Biden’s Indoguration.
