Wagg Bake-Off Case Study
The Brief
The Brief
Wagg partnered with We Are SNS to deliver a social-first content for their Great British Bakes limited-edition range. The goal was to generate social media awareness and engagement for the exclusive flavours launching in B&M, whilst keeping the range feeling fresh, fun, and culturally relevant; tapping into the nationwide love of Bake Off on TV.
The social media campaign aimed to attract both existing Wagg customers and new dog owners, highlighting the treats’ unique selling points: oven-baked for natural taste, no added sugar, and enriched with vitamins and minerals.
Additionally, the social campaign needed to support incremental sales in key retailers during the launch window, while creating a halo effect for the wider range across Tesco, Pets at Home, and Home Bargains.
What We Did
Influencer
Content
The Approach
To make the Bake-Off social media campaign feel authentic and engaging, we selected 4 influencers whose lives genuinely reflected the everyday dog-loving audience Wagg wanted to reach.
We collaborated with creators who naturally embodied fun, playful, and relatable dog-owner behaviours. Each influencer was invited to feature the Bake-Off treats in their own creative way; from sharing their dog’s first taste reaction to staging playful baking-inspired moments.
By leaning into culturally familiar moments like Bake-Off and focusing on fun, shareable content, the social and influencer campaign encouraged user engagement and participation. TikTok and Instagram were the primary platforms, with content tailored for each to feel native, entertaining, and visually engaging.
The strategy ensured every piece of content felt authentic, credible, and fun while showing dog owners that the Bake-Off treats were a way for pets to get involved in human rituals, creating a natural conversation around the brand and product.
The Results
The Wagg Bake-Off campaign significantly exceeded KPIs, generating strong engagement and reach while driving incremental sales.
The campaign’s total social media content achieved: 330,000+ reach, 600,000+ impressions, 5,000+ likes, 205 comments, and 111 saves; far surpassing the original KPIs of 100,000 reach and 120,000 impressions. Influencer content alone reached over 200,000 users with more than 300,000 impressions and 5,500+ engagements.
To see how We Are SNS dramatically outperformed KPIs for another Wagg campaign, check out our Wagg Chew case study.
