Earlier this month Geoff Lloyd’s Hometime Show released a song that paid tribute to the now-deceased dogs that their listeners have loved and lost.
The Dead Dogs’ Memorial Song was written by Geoff’s co-host Annabel Port, and recorded by ‘The Boy Least Likely To’ with a video produced by the very talented animator Adam Proctor. The song was inspired by an in-show feature where listeners would send Geoff details of their dogs that are now snoozing peacefully in the big kennel in the sky, so that he could share the heart-warming canine eulogies on air.
The crowd-sourced song and accompanying video was launched at a ‘virtual premiere’ as Geoff invited his listeners to click ‘play’ on the YouTube video at the same time to try and create as much buzz around the video as possible.
At the same time our communications and social media teams were executing a seeding plan, liaising with specific journalists who we thought would have an interest in our quirky story along with prominent dog-related Twitter and Facebook accounts and well-know dog lovers.
The hard work paid off with national publications including The Metro and trade publication Media Week both picking up on the story and our friends at YouTube even put the video on their homepage as a piece of featured content. The Dogs Trust also wrote a blog piece explaining to their audience what the song was about and linked through to the video from their popular social media outposts.
The video’s performance exceeded all of our targets, racking up almost 20,000 views and garnering support from dog lovers far and wide including a few well-known faces such as Chris Addison, Dave Gorman, Johnny Vegas, Paloma Faith and Emma Kennedy.
You can read what others are saying about this here.