Background

Kurgo® is a leading brand dedicated to supporting active, healthy lifestyles for dogs and their owners. Recognizing the need to expand its brand presence and deepen its connection with the Australian pet market, Kurgo® sought a platform that could enhance its visibility, foster customer loyalty, and drive sales. The answer was found in DockDogs—an exciting dog sport that involves high-energy water jumps. DockDogs provided a natural fit for Kurgo®’s active, adventurous brand ethos and offered the perfect opportunity to engage with Australia’s largest audience of dog lovers.

The Challenge

Despite its strong reputation for innovative pet products, Kurgo® faced the challenge of distinguishing itself in a competitive Australian pet market. The brand needed to:

• Increase brand awareness and create lasting impressions.
• Foster customer loyalty and boost direct sales.
• Build deeper connections with its audience of active, pet-loving Australians.
• Kurgo®’s strategy was to align with a high-impact, exciting event that would resonate with its target audience of active dog owners.

The Strategy

As the main sponsor of DockDogs at the Dog Lovers Festivals, Kurgo® launched a multi-faceted strategy designed to maximize brand visibility, deepen audience engagement, and drive retail success.

The approach included:

• Brand fit & tagline integration
• Event integration
• Impactful stand design
• Engagement through gifting & sampling
• Strengthening trade relationships
• Sales & exclusive festival offers
• Amplifying the sponsorship via owned & earned channels
• Influencer engagement

Kurgo®’s sponsorship of the Dog Lovers Festivals and DockDogs was executed with precision, ensuring a high-impact experience for attendees and maximized brand exposure. The integration of interactive brand experiences, product giveaways, live event participation, and influencer collaboration created a memorable and highly engaging presence.

Results

Kurgo®’s partnership with the Dog Lovers Festival delivered impressive outcomes:

• 3,000+ direct customer leads
• National media exposure
• Strong sales uplift
• Increased brand engagement