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randerson@lupinecreative.com
DC’s “Krypto Saves the Day” is a series of original comedic animated shorts available on YouTube and HBO Max – starring Krypto, Superman’s caped canine companion. To drive influencer and audience buzz among dog lovers, we created a first-of-its-kind influencer kit engineered for dogs, not humans – creating a never-before-seen unboxing moment that was instantly shareable.
To drive audiences to DC Kids on YouTube, DC rolled out 4 custom animal shelter boxes and 90 branded kits, reaching 76 in-kind recipients, 4 paid dogfluencers, and DC power players like James Gunn and Peter Safran.Our first round of dogfluencer kits was sent out October 20-30 to promote the Krypto Saves the Day Halloween episode. Our second round was sent out on November 28, supporting the holiday episode. The campaign included earned/owned media placements across social media platforms (like @DCOfficial and its 13.6M followers) to reach a primarily U.S.-based audience. Dogfluencers like Maxine the Fluffy Corgi (1.4M followers), Kara Mehrmann (541K followers), Bruno the Dog (178k followers) and Rupawl (48.7k followers) swooned over the kit – posting fun-filled dog unboxings of their own.
To conclude, DC delivered a true hero moment to the community by bringing supplies, Krypto toys, donations and IRL impact to four local animal shelters across the greater Los Angeles area.
• Santa Monica Animal Shelter Foundation
• Best Friends Los Angeles
• Angel City Pit Bulls
• Hesperia Animal Shelter
Packed with treats, blankets, toys, and a monetary donation, the kits delivered a memorable, impactful holiday experience for animals, humans and shelters – while allowing DC to solidify existing partnerships with Milk-Bone and Best Friends, and build meaningful community relationships that extended well beyond fandom.
Ultimately the gifting led to 62 brand channels and influencers – including 4 paid and 58 unpaid – that posted kit content. And those participants in turn generated 210 pieces of social content. By connecting the series and campaign’s story to real-world action, DC brought the “super” brand to both audiences online and IRL.
Creators bought-in: 60%+ of unpaid recipients shared excitement for Krypto Saves the Day! and the kit, driving awareness and conversation online. By the numbers…
• 3.9M+ TOTAL VIEWS (number of times any campaign post was viewed for at least 1 millisecond)
• 3.04M VIEWS from the total were driven by in-kind partners.
• 2.88M+ TOTAL SOCIAL REACH
• 1.16% ENGAGEMENT RATE (sum of engagements divided by followers.)
• $851.6K+ SOCIAL MEDIA VALUE (total dollar value of all influencer content for the campaign)
• 1 DOG ADOPTED BY TEAM MEMBER
In a super serendipitous, wholesome moment, Sam – the brand manager leading the campaign – rescued her very own Krypto from Angel City Pit Bulls. Formerly known as Cream Puff, Harley now resides in Pasadena.
YouTube tune-in saw growth at a super rate as the campaign progressed.
Episode 01: 1,123,591 views
Episode 02: 5,795,396 views – 4x MORE views THAN ep 1
Episode 03: 13,983,159 views – 12x MORE views THAN ep 1
