To introduce its new line of American Kennel Club Select pet products, Big Lots launched the #CutestCanine Contest, inviting dog owners to submit photos or videos of their pets for a chance to win. Consumers could enter by uploading content through the campaign website, Facebook, or by posting on Instagram using the campaign hashtag, making participation simple across multiple channels.
Following the entry period, a panel of judges selected five finalists based on predetermined judging criteria. The contest then transitioned into a public voting phase, encouraging participants and their supporters to return to the campaign, share entries, and vote for their favorite finalist. The Grand Prize winner received a year’s supply of American Kennel Club Select products and a professional photo shoot.
Why It Worked
The campaign tapped into behavior that already comes naturally to pet owners: sharing photos and videos of their dogs. User-generated content created authentic brand exposure, while multiple entry channels made participation simple across web, social, and mobile. The public voting phase encouraged repeat visits, social sharing, and expanded campaign reach as finalists promoted their entries to friends, family, and fellow pet lovers. Together, these mechanics transformed a simple contest into a campaign that generated engagement, extended visibility, and showcased the new product line through authentic consumer participation.
