Basepaws, the world’s only at-home cat DNA testing company, was best known for making waves on Shark Tank as the “23andMe for felines.” The Brand Agency was tasked with creating and executing an evergreen press campaign for Basepaws, in addition to publicizing its partnership with Facebook’s ”Boost My Business” and Tan France of Queer Eye. Our underlying goal was to create executive visibility for the CEO/Founder through these larger PR goals.
Throughout this campaign, we made sure the co-founder and CEO of Basepaws was highly visible in the media by securing opportunities for her to speak about her entrepreneurial journey, the products, and why it is important to test your pets. Our campaign took place throughout the global pandemic, so we framed it as an opportunity to get to know your pet better as you spend more time at home. For their partnership with Tan France and Facebook, we packaged key learnings from the episode with behind-the-scenes images from his appearance at the Basepaws laboratory and pitched them out to the media.
The Brand Agency made Basepaws into a media darling and secured broadcast opportunities for their founder to appear on networks like ABC, NBC, Cheddar, and more. Basepaws’ partnership with Tan France and a feature on the CEO/Founder ran in nearly every entertainment news outlet including, People, Us Magazine, Life & Style, InTouch, Radar Online, Extra, Hollywood Life amongst others.
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