Submitted by NeoReachAgency IPI Score 63/100

SearchKibble Pet Charity Awareness Campaign

Influencer Marketing

Seven TikTok pet creators drove 954K impressions and a reported 2.3x ROI for a search engine that donates ad revenue to animal shelters.

116KTotal engagements
954KTotal impressions
2.3xReturn on investment
273K#searchkibble hashtag views

About the campaign

SearchKibble, a Yahoo-powered search engine that routes its ad revenue to animal rescues and shelters, had no consumer recognition and faced one of the hardest asks in digital products: persuading people to change their default search behaviour, a switch that requires real motivation rather than passing awareness. NeoReach's strategy leaned on two reinforcing observations: pet content on TikTok carries a built-in organic distribution advantage, and pet-owner communities hold a strong pre-existing emotional connection to animal welfare, making them a natural audience for a product whose entire proposition is helping shelters. Crucially, the cause is the mechanic here rather than a marketing overlay, every search generates food donations, which gave creators a values-aligned story to tell instead of a feature pitch in an era of cause-washing scepticism.

The agency ran the campaign in two phases, first seeding awareness of the charitable cause among TikTok pet audiences, then activating seven macro-influencers featuring dogs and at least one cat to publish branded content under the #searchkibble hashtag, each with a call to action to download the Chrome extension.

NeoReach reports 954K impressions, 273K hashtag views, 116K engagements and a 2.3x ROI; download numbers and budget were not disclosed, and the results rest on the agency's own reporting.

Case in 60 seconds

SearchKibble, a Yahoo-powered search engine that routes ad revenue to animal rescues and shelters, had no broad consumer recognition and needed both awareness and Chrome extension downloads to grow its user base.

Pet-owner communities on TikTok carry a strong pre-existing emotional connection to animal welfare, making them a natural audience for a cause-led product whose entire proposition is helping shelters — per NeoReach's strategic rationale.

Give pet-focused TikTok creators a genuine charitable story to tell rather than a straightforward product pitch, anchoring campaign content around the branded hashtag #searchkibble.

NeoReach deployed seven macro-influencers featuring dogs and at least one cat across two phases: Phase 1 built awareness of the charitable cause, Phase 2 ran the influencer content activations on TikTok.

The campaign reported 954K impressions, 273K views of #searchkibble, 116K engagements, and a 2.3x ROI. Chrome extension download numbers and campaign budget were not disclosed, and results have not been independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Pet owners and animal welfare advocates on TikTok, selected for their pre-existing emotional alignment with SearchKibble's charitable mechanic. NeoReach specifically chose macro-influencers whose audiences skewed toward this community.
Consumers are increasingly sceptical of cause-washing by brands, yet SearchKibble's revenue model, where every search directly generates food donations for shelters, offers a structurally embedded charitable link rather than a marketing overlay. The tension is between generic 'do-good' brand noise and a product where the cause is the mechanic.
As a small, early-stage product with no prior profile, SearchKibble competed against default search behaviours and established browsers. Changing a user's default search engine requires high motivation; awareness alone is insufficient without a compelling reason to act. The campaign's dual-phase structure, described in the NeoReach case study, addressed both awareness and Chrome extension downloads.
SearchKibble positioned itself as an effortless act of generosity: users search as normal, and animals benefit automatically. The brand's role in the campaign was to give creators a shareable, values-aligned story rather than to market a feature set, per the NeoReach case study.
Pet content on TikTok consistently generates high organic engagement, meaning creator posts featuring animals carry a built-in distribution advantage. NeoReach's creator cast, featuring dogs and a cat, paired that affinity with a cause directly relevant to pets, concentrating reach where emotional resonance was already high.

Creative & Execution System

Assets & channels

  • TikTok creator videos featuring dogs and at least one cat, per NeoReach case study
  • Branded hashtag #searchkibble used as primary tracking and aggregation mechanism, per NeoReach case study

Partners

  • NeoReach (lead agency, influencer campaign management and talent sourcing; self-reported attribution only — source)
  • Seven unnamed TikTok macro-influencers per NeoReach case study

Participation mechanic

  • Creator posts tagged with #searchkibble on TikTok, per NeoReach case study
  • Call to action to download the SearchKibble Chrome extension and set it as default browser, per NeoReach case study

Creator role

  • Macro-influencers (paid; seven creators) producing original TikTok content featuring pets and weaving in the SearchKibble charitable proposition, per NeoReach case study

Results & Evidence

MetricValueResult typeConfidence
Total impressions954KReachAgency reported
#searchkibble hashtag views273KReachAgency reported
Total engagements116KEngagementAgency reported
Return on investment (ROI)2.3xEfficiencyAgency reported

Why NeoReach's strategy worked

  1. 1

    A clearly articulated social cause can substitute for brand equity in early-stage awareness campaigns, giving creators a narrative their audiences find worth sharing — particularly when the cause is structurally embedded in the product rather than layered on as marketing. Source: NeoReach case study.

  2. 2

    Matching platform to content category concentrates reach where audience affinity already exists. NeoReach cited TikTok's organic affinity for pet content as a primary selection criterion, and the resulting impression and engagement figures suggest the alignment was productive.

  3. 3

    Macro-influencers provide the raw reach needed to move awareness metrics for a brand with no prior recognition, even when the campaign budget and audience targeting details are not disclosed. Seven creators across two phases generated 954K impressions per NeoReach's report.

  4. 4

    Hashtag-centric measurement (#searchkibble with 273K views per NeoReach) offers a simple, visible proxy for campaign reach but does not capture downstream conversion behaviour. Brands in analogous situations should layer in conversion tracking (e.g., extension install attribution) from the start.

  5. 5

    A two-phase structure — cause awareness before product activation — may help prime audiences emotionally before asking them to take a concrete action such as a browser extension download, though the commercial impact of this sequencing cannot be assessed without download data.

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