The American Kennel Club is rolling out its first national campaign.
The company’s first digital brand campaign is called “If It Barks, It’s AKC” and is aimed at purging the stereotypes that only purebred, show dogs are accepted. The campaign delves into the AKC’s 135-year old legacy and dog expertise, showcasing its resources that can help familes raise their canines. Seeing that almost half of consumers turn to social media to ask for answers from brands—according to a Gartner report on the topic—it is crucial that AKC elevate its social media presence through this campaign to become known as the go-to source for canine queries.
AKC’s digital ads series features humorous clips representing a variety of dogs and owners. Capitalizing on how much the internet loves animal videos, the AKC has included a variety of farm animals in the ads to point out that a pig and a cow are, in fact, not the same as a dog—for example, when a family tries to teach a goat to fetch in an ad, the ending voiceover reiterates the campaign slogan, saying “If it baas, we can’t help you, but if it barks, it’s AKC.” The brand is running the ads through digital, social, print, audio and streaming platforms.
By using a mixture of humor and education, AKC can begin changing the public’s perception of the brand—leading to higher engagement rates and being viewed as a trusted source on all things dog.