Camp Bow Wow

In 2026, a pet-focused client wondered if we should change directions with its annual National Puppy Day “Top Puppy Names” Report, which we compiled using proprietary data from the brand’s 300,000+ annual dog visits. The brand wanted to ensure that the report was still generating value, media interest and brand ownability and had become concerned it was a “rinse-and-repeat” situation.

With AI assistance, SPM did a deep dive into the data of how the first four years of the annual report performed and developed a report that showed some surprising key information, including 281% YOY growth in media results, generating more than 80% of Q1 media results for the brand. Additionally, we learned that over time, competitor brands had backed off the holiday as a media moment vs. our client’s national campaign that touched all of its local market.

Our conclusion was that the report’s strategic consistency created returns that one-off campaigns cannot achieve and the value of the report compounds each year.