Crufts Social Event Activation

James Wellbeloved, home of naturally healthy pet food, has been a proud exhibitor at Crufts for 25 years, and are also sponsors of the popular family cross-breed competition Scruffts. Throughout the year, heats of the popular Scruffts contest take place, with the final culminating in the Crufts arena.

Iphone Spread

To build the excitement for Crufts, we ran a competition with our social community, giving them the chance to join us at the event, with twenty pairs of tickets up for grabs. We hid an illustration of Biscuit, last year’s Scruffts winner, on the James Wellbeloved website. Fans and followers had to find the illustration on the website, screen cap it, and post it in the comments to enter. We hid the illustration on the Why Us? section, allowing the audience to get to know the brand whilst hunting for Biscuit.

  • James Greenwood Vet
  • Golden Retrievers
  • Crufts Entrants


At the event, our dedicated live social expert was on the ground, sharing behind-the-scenes photography and video on Facebook, Instagram and Twitter. We captured all the action at the stand, highlighting offers and giveaways, as well as the countless incredible dogs who came to visit, plus a celebrity or two. We worked closely with Instagram influencer Dr. James Greenwood, who attended Crufts in partnership with James Wellbeloved. We tapped into his extensive audience and collaborated on posts across the weekend.

Crufts Finalist

But that’s not all. We commissioned a live animal caricature artist to also join us at the stand, creating fun portraits of customer’s pets which we shared across our channels. We also created portraits of each of the six Scruffts finalists, and a few famous pooches who visited the stand too.


We saw some incredible results from our social activation at Crufts.


For Snapchatters, our Geofilter covered the whole of the NEC venue, allowing anyone snapping from the event to overlay our branded Scruffts filter on their Snaps.

Plus, to make the most of every opportunity, our team back here in Leeds monitored conversation across the Crufts hashtags all weekend, joining conversation on Twitter, and engaging with Instagram content. We also supported key moments, such as our competition and the announcement of the Scruffts winner, with paid activity, to help extend the reach even further.

We didn’t want those not at Crufts to feel left out, though, so across the Crufts weekend we ran a play-along-at-home competition, meaning the social community who weren’t at the NEC could take part in the fun too. We created a Facebook Frame which the James Wellbeloved social community could overlay onto their own Profile Picture to show their support for the Scruffts finalists. Those who used the Frame were entered into another prize draw, allowing everyone to feel part of the Crufts action.

And finally, after Crufts ended, we shared video round-up captured across the weekend to look back at all the fun. Plus, we held a live watch-along of the Channel 4 Scuffts documentary on Twitter, sharing all the anecdotes we’d learnt from the finalists. We posted thirty times during the show – tweeting once every two minutes to maximise every opportunity!

We saw some incredible results from our social activation at Crufts.

Our Instagram activity was particularly successful, achieving top three positions and more with James Wellbeloved posts for the official event hashtag #Crufts2018. This means our posts were a combination of most viewed, most liked and most commented. This also meant that our Crufts Instagram content became the best performing content by impressions and engagement on the James Wellbeloved account for the past two years.

  • Brushstroke 300

    Uses of our 'play-along-at-home' Facebook Frame, making it one of the most popular competitions run on the James Wellbeloved Facebook Page to date.

  • Brushstroke 37%

    Increase in the visibility of our tweets. Our tweet sharing Clare Balding’s dog illustration reached 13,000 people alone – not bad for a Twitter account with 3,000 Followers!

  • Brushstroke 50%

    Use rate for our our Snapchat Geofilter — meaning more than half of those who saw the Geofilter as an option chose to use it. This alone helped us reach 42,500 people.

With records smashed across the board, and James Wellbeloved’s Crufts content being so prominent during the event, it’s clear we made the most of this very special 25th anniversary year.


Get in touch_

Call 0113 898 0700
or email hello@perfect-storm.co.uk