Show your dog's tricks for Halloween-5
Submitted by TRIBE

VitaPet Halloween Dog Tricks Micro-Influencer Campaign

Influencer Marketing

TRIBE briefed micro-influencers to film their dogs performing tricks for VitaPet treats around Halloween, and the agency reports a 4.51% engagement rate across 27 creator posts.

17.2KLikes & Comments
$0.20Average CPE
382.1KCombined Followers

Case in 60 seconds

VitaPet wanted content celebrating the relationship between dog and owner, which meant finding creators whose own dogs could carry the brand's treats on camera in a way their followers would engage with.

The campaign turns on the fact that owners already teach their dogs tricks to earn a treat, so a treat brand can enter that routine as the reward rather than as an advertisement placed beside it.

TRIBE built the brief around the special tricks owners have taught their dogs to earn a treat, asking for clever, funny or cute moments with VitaPet as the payoff, and offered bonus points for a Halloween theme.

Micro-influencers submitted posts of their dogs doing tricks to earn VitaPet, with bonus points for Halloween themes and for VitaPet products in shot, and the page lists 27 creator posts from the campaign.

TRIBE reports 17,226 likes and comments and a 4.51% engagement rate against 382,106 combined followers, with an average cost per engagement of $0.20 printed under the Average CPE heading.

Strategy Breakdown

Dog owners who follow micro-influencers and respond to content about the relationship between a dog and its owner, including the tricks owners teach to earn a treat.
The page frames VitaPet as the reward in the exchange, the treat a dog earns for a trick, so the brand sits inside the owner and dog relationship rather than outside it as a sponsor.
The brief rests on the habit of owners teaching tricks in return for a treat, which gives creators a repeatable, filmable routine and gives the product a natural reason to appear in shot.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes & Comments17.2K
Average CPE$0.20
Combined Followers382.1K
Creator Posts27

Why TRIBE's strategy worked

  1. 1

    A brief built on a behaviour owners already perform, such as rewarding a trick with a treat, gives creators something to film from daily life, so the product earns its place in the frame rather than being staged into it.

  2. 2

    Offering bonus points for a seasonal theme such as Halloween lets creators opt into the moment rather than forcing it, which keeps the core brief usable for every creator while still rewarding topical content.

  3. 3

    Reporting a micro-influencer roster through cost per engagement and likes and comments, rather than through follower totals alone, ties the campaign to what audiences did, because combined followers only describe who could have seen it.

Related Case studies