Radio: mediahub/Mullen, Nat Geo WILD, Teaching an Old Dog New Tricks
In order to raise awareness of dog whisperer Cesar Millan’s new cable network, the agency cleverly side-stepped social media and went straight for something with scale and velocity -- radio.
It deployed 18 of the biggest DJs in the country to serve up dog-related questions to Cesar. The Q&As were customized to each market and the results, a 43% ratings growth season over season with
15,532 social posts (ranked fourth for evening in cable).