Campaign snapshot
To showcase how dog friendly Clarks Village is, we hatched the concept for what has become the renowned ‘Pawsome Pooch’ event. Celebrating all things dog, Pawsome Pooch saw a barking-mad takeover of the shopping outlet culminating in the crowning of a new CEO…Canine Executive Officer that is.
How we did it
Doggy guests and their humans were invited to Clarks Village for a weekend of free pooch pampering, have-a-go agility sessions, trick displays, demos and pet pawtraits plus a complimentary photo shoot with expert pet photographers. At the heart of the event was a competition to find the outlet’s ‘top dog’ with the winner chosen by a public vote on Clarks Village’s social channels. The deserved winner was the inspiring three-legged Dudley, a Hungarian Vizsla, who has become the outlet’s CEO – in charge of all things dog at Clarks Village.
The results
The PR campaign generated 59 pieces of coverage with a reach of nearly 42 million across print, online and social including a front-page cameo for Dudley. Photo shoots at the event were fully booked with a total of 175 pawfect pooches entering the competition and driving a social reach of 713,000.
Pawsome Pooch had a positive impact on both footfall and sales at Clarks Village – and is now set to become a regular event. On the back of the event:
- Clarks Village won the award for the UK’s most dog-friendly shopping centre at the DogFriendly Awards 2024.
- In July 2025 the campaign won a National CIPR Excellence award – read more.
