A brown dog on a chain leash sits beside a person in light jeans on a sunny park path, with a green tag on its collar
Submitted by TRIBEAgency IPI Score 32/100

Guide Dogs Australia Pawgust Creator Dog Walk Posts

Influencer Marketing

TRIBE ran an influencer campaign for Guide Dogs Australia's Pawgust, in which creators posted about walking their dogs, and the agency reports a 3.86% engagement rate across 48 posts.

3.86%Engagement Rate
31.2KLikes & Comments
$0.19Average CPE
806.2KCombined Followers

Case in 60 seconds

Guide Dogs Australia needed people to register for Pawgust, because the organisation needs funds to help change the lives of Aussies with blindness or low vision, so the campaign carried a fundraising ask rather than a simple awareness message.

Walking a dog is a routine many owners already share, so the page frames the cause through being healthy and active with a dog rather than through need alone, which lets the ask sit inside content creators would post anyway.

Pawgust tied getting active with a dog to supporting Guide Dogs, so every walk a creator posted became a prompt to register rather than a donation request detached from daily life.

TRIBE briefed creators to submit positive posts of themselves walking their dogs, depicting dogs in a happy, safe environment, highlighting the benefits of an active life with a dog and explaining why Guide Dogs needs funds, which produced 48 creator posts.

TRIBE reports 48 creator posts from creators with 806,157 combined followers, a 3.86% engagement rate, 31,152 likes and comments and an average cost per engagement of $0.19, while the page reports no registration or fundraising figure.

Strategy Breakdown

Dog owners and people who could be encouraged to register for Pawgust and support Guide Dogs in helping Aussies with blindness or low vision.
A charity asking for funds has to give people a reason to act, so the page pairs the request for funds with registration for an activity rather than presenting a bare appeal.
Guide Dogs appears as the cause the activity supports, with the brief asking creators to explain why Guide Dogs needs funds to help change the lives of Aussies with blindness or low vision.
The brief built on the habit of walking a dog and the benefits of being healthy and active with one, so taking part asked people to extend something they already do rather than adopt a new behaviour.

Creative & Execution System

Partners

  • TRIBE

Participation mechanic

  • Creators posted about walking their dogs and encouraged their followers to register for Pawgust, so registering and getting active with a dog was the action the campaign asked of its audience.

Results & Evidence

MetricValue
Creator Posts48 posts
Engagement Rate3.86%
Likes & Comments31.2K
Average CPE$0.19
Combined Followers806.2K

Why TRIBE's strategy worked

  1. 1

    A fundraising ask framed around an everyday behaviour such as walking a dog gives creators a brief they can answer from their own routine, so the cause message is part of their content rather than an insert.

  2. 2

    The brief set tone requirements, asking for dogs in a happy, safe environment, which matters for a charity working with animals because creator content that strays from that standard would undercut the cause it is meant to serve.

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