Nulo
MEDIA CAMPAIGN: Pet’s love language
The animal-loving team at Nulo commissioned a study to find out more about pet owners and the “love language” they share with their pets.
A pawdorable pet story
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Our approach
Working with Nulo Pet Food and Chameleon Collective, we polled 2,000 cat and dog owners, to dig into the topic of pet parenting and explore the different ways Americans express love for their pets.
By asking pet owners about their typical routines and how they spend time with their furry friends, we were able to build a strong newsworthy story angle using the data and insights from our research.
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The story angle
The online study revealed that almost two-thirds believe that they share the same love language with their pet.
For half of respondents, physical touch is their furry friend’s love language — including petting them (83%), giving them hugs (62%) and kisses (55%). The results showed that the next most popular pet love language was quality time, including letting their four-legged friend sleep in their bed and bringing their pet along when they can.
Almost half of pet owners believe that their pet views them as a best friend. Others love their pet as if they were their own and see them as a child.
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Results
The research-led story proved to be best in class, earning over 220 pieces of media coverage across top-tier news sites as well as consumer and specialist titles — 180 of which linked to Nulo’s website.
“Pet’s love language” was a key phrase used in almost all the coverage headlines. The story also included the brand’s unique insights into how much owners love their pets. “With 69% of respondents willing to put their pet’s dietary needs before their own, the data clearly shows just how important a role pets play in their people’s lives,” said Heather Acuff, Ph.D., Nulo’s Director of Research & Development. “Not only are pet parents speaking their pet’s love language, they’re going above and beyond to provide optimum care and nutrition to ensure the healthiest and happiest lives for their pets.”
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.