Pet adoption and re-homing website, PawsLikeMe, came to Uproar PR, the lifestyle PR agency, in an effort to garner awareness, on a local and national level, for its one-of-a-kind pet-matching platform.
Uproar’s strategic approach for PawsLikeMe was to position the new platform as the ‘eHarmony’ for pet matchmaking, which resonated very well with reporters and provided a fun, yet clear picture of the site’s purpose. With this messaging, Uproar was able to secure numerous top-tier national placements in just a few short weeks, including major highlights on MTV and Animal Planet. PawsLikeMe was also featured in USA Today, The Daily Dot, Digital Trends, Distractify, Complex, Bustle, Brit + Co., Jezebel, TrendHunter, Fusion, Examiner and Good News Network. The USA Today story in particular was picked up by more than a dozen online and TV outlets, and the hit in Brit + Co generated nearly 1,000 new users in one day.
As a new Florida-based company, Uproar used that tie to the community to capture the attention of local media. This strategy resulted in coverage on News 13, WKMG News 6, WOFL Fox 35 and an in-depth feature that ran on the front page and online on The Orlando Sentinel that syndicated on more than 20 local news sites including Boston Herald, Philly.com and The Miami Herald. Additional outreach included target efforts in the UK as the company was considering expansion overseas in the future, resulting in placements in The Daily Mirror and Look Magazine.
This first month of coverage resulted in more than 550,000 unique visitors, more than 2.4 million page views and over 175,000 new accounts created on the PawsLikeMe site. Due to the high traffic to the website, there were more than 12,000 referrals to shelter pets and a huge surge for PawsLikeMe’s Facebook page, which grew from less than 1,000 likes to more than 4,600.
The lifestyle PR agency continued to position PawsLikeMe as a solution to not only find users their perfect pet match but also help increase the number of rescues from shelters. This aggressive outreach landed PawLikeMe placements on Upworthy, Uproxx, Today.com, ViralNova, Raycom News Network, SheKnows and ViralThread, and coordinated a live, national TV segment on HLN’s The Daily Share. The Upworthy story brought more than 40,000 unique users to PawsLikeMe’s website within 3 hours and was picked up by The Huffington Post — running on the front page of the HuffPost Green and Huffington Post Dogs sections. The ViralNova piece resulted in a 63-percent increase in new sessions on the PawsLikeMe website, and the Raycom News Network piece syndicated across 46 local news stations.
Other successful PR pushes surrounded the company’s new personality-based subscription boxes for dogs and its crowdfunding campaign for personality-based cat matching. As a result, Uproar secured coverage in PopSugar, The Daily Mail UK, Consumer Affairs, Business Insider, Digital Trends, Today.com, Entrepreneur online and in print, Care.com, TrendHunter, Examiner, Tech Insider and HelloGiggles, as well as another story on Raycom, which syndicated on more than 30 news outlets. Locally, Uproar garnered inclusion in Space Coast Daily, Orlando Business Journal, Florida Today, Bungalower and News 13 online and on TV.