Campaign Imminent: Westminster Kennel Club taps new AOR (Score 50)
Sales Lead: Westminster Kennel Club (WKC), which hosts a famous annual dog show in NYC, selected Beekman Social as its digital, creative, and influencer AOR.
- The agency will develop digital content that bolsters widespread brand awareness along with year-round customer engagement.
- Beekman will lead custom digital and social strategy development, year-round partnership programming, original content creation, event strategy, and event execution.
- It will create a fresh email newsletter strategy that will provide more announcements, education, etc. to WKC's community.
- Beekman will also develop custom materials within the agency's creative studio while creating and managing influencer programs.
- Finally, the agency's content management will also center around WKC's dog show itself, which occurs in mid-May in Queens, NY.
- Beekman will create social strategies ahead of, during, and following the event.
- WKC's goal is to expand this show into a broader digital experience via social platforms such as Facebook, Instagram, TikTok, X, YouTube, and Threads.
- The company will likely:
- Implement strategy shifts
- As I briefly mentioned, this will include influencer partnerships.
- This will likely also involve continued increasing digital activity since WKC named Kelsey Napolitano as its digital communications manager in March 2023.
- The same conclusion applies to sponsorship opportunities since Anna Gracie became the organization's sponsorships manager in July 2023.
- Implement strategy shifts
- Target demographic:
- WKC typically targets older millennials and Gen-X but is shifting to also target younger audiences.
Additional spending insights:
- WKC hasn't utilized digital ads since spending around $2.8m at the beginning of 2019, but it'll likely resume digital advertising activity with the upcoming campaign.
Additional agency insights:
- Opportunity: Reach out soon in case WKC makes any additional roster shifts following this one.
- Current agency roster:
- In-House: Creative
- Beekman Social: Digital and creative, and influencer AOR (September 2023)
