Challenge

Natural Balance sought to bring attention to its long-standing (and under-the-radar) history of charitable donations. With National Guide Dog Month coming up, Natural Balance didn’t want to miss out on the opportunity to use out-of-the-box thinking to shine a light on its partnership with Guide Dogs for the Blind (GDB), the largest guide dog school in the U.S.

Solution

Using a mix of influencer outreach, mass media PR, and inspirational video content, PR Hacker was able to expand the perception of the Natural Balance brand. By leveraging the timeliness of National Guide Dog Month, we gave local and national news outlets a newsworthy angle.

By interviewing GDB graduates on and off camera, we were able to tell emotionally compelling stories for the media: how the organization changed their lives and how none of it would have been possible without Natural Balance’s support. These interviews gave PR Hacker material to pitch feel-good stories to local and national news outlets, as well as to create an emotionally resonant video.

PR Hacker was able to tell these stories in a way that brought awareness to Natural Balance’s partnership with GDB. But there was also an unintended side-effect: the campaign reinvigorated the missions of both organizations—employees included.

In just one month, Natural Balance and Guide Dogs for the Blind were covered in 51 media outlets reaching 17M Americans.

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