Digital PR: Calming Canines campaign for ProDog Raw

Our client, ProDog Raw, is a raw dog food company that’s passionate about improving the diets and wellbeing of dogs in the UK. As an e-commerce business in a competitive market, its main digital PR objective is to secure high quality links, which supports its SEO strategy and improves its search engine ranking.  

What we did to get brilliant digital PR results: 

We recently ran a campaign promoting ProDog Raw’s recruitment of 10 members of the public to take part in a study proving the stress-busting effect puppies have on us. The idea was inspired by a social media trend that increased in popularity during the pandemic, where people post a ‘timeline cleanser’ image of dogs and puppies in order to break up the timelines of people ‘doom-scrolling’. 

ProDog Raw was looking for 10 people to periodically stop what they’re doing and look at pictures of puppies throughout their day, while wearing a heart rate monitor, in a £20/hour job role. 

The timing was perfect, with social media doom scrolling and negative press at an all time high, journalists and the public were crying out for some more light-hearted content. With a strong link-force element, a catchy news hook and some seriously cute pictures of puppies, the campaign had all of the right ingredients to cut through the noise and secure some great coverage. 

Our digital PR results (at the time of writing this case study):



  • 39 pieces of global coverage including high ranking sites such as Vanity Fair, MSN, The Mirror and Express.


  • 49 links – 84% dofollow
  • 15 pieces of coverage DA 70+
  • Average DA across all coverage: 56

This campaign was a big success in securing high DA follow links, in titles that are relevant to the client’s business and customer base. We’ll continue to track ProDog Raw’s site visibility alongside their SEO agency over the coming weeks, as anyone who works in digital marketing knows that these metrics can take a bit of time to update!

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