Mars - Do you choose your pet over your partner in stressful times?
Using data to drive national media coverage on pets and wellbeing
Mars launched the global Pets and Wellbeing Study Program (PAWS) to explore how cats and dogs positively impact human mental health and wellbeing. In Belgium, Mars asked us to translate the local research findings into a powerful national story, with a clear goal: to maximise media coverage and position Mars as a thought leader on the link between pets and mental health.
Our approach:
- We began by distilling the key findings of the Belgian PAWS study and transforming the complex data into clear and engaging messages tailored to the local media landscape.
- To bring the story to life, we created a visually appealing media package with a Belgian research report and infographics that made the findings both accessible and engaging.
- Finally, we issued two press releases in Dutch and French, and activated targeted one-on-one meetings with key journalists, influencers and media contacts to ensure the story reached the right audiences with maximum impact.
Our results:
- The Belgian results of the PAWS study attracted a lot of media attention thanks to the relatable findings and a story that appealed to a broad audience.
- The campaign reached over 4.6 million people in print, online, radio and lifestyle media.
- Major national titles, such as Het Laatste Nieuws, Sudinfo, and La Dernière Heure, reported on the study.
- Lifestyle and trade magazines, such as Flair, Elle, Paris Match, and Le Vif Weekend, also helped spread the message.
