Turning heads and filling the books
When creativity, community and strategy are aligned, local campaigns can deliver outsized results.
This is what happens when you don’t just launch a business. You give people a reason to care, engage and share.
Client: Dapper Dogs Day Spa
Industry: Pet Grooming
Location: Launceston, Tasmania
Team: Patrick Gee and Emily Shin
Timeline: February-April 2026
Scope of work: Impact Campaign: PR, Communications, Social Media & Traditional Media
Building awareness at speed
Dapper Dogs Day Spa had a strong start with early demand and bookings were coming in. But like many new brick-and-mortar businesses, awareness hadn’t caught up and a large portion of the Launceston community still didn’t know they existed.
There were two main challenges:
1. Drive immediate bookings to reach break-even on their initial investment as quickly as possible.
2. Building enough awareness and trust to secure forward bookings and long-term demand.
They engaged Tuesday Creatives to bridge that gap with a strategic campaign designed to accelerate visibility, establish authority and create momentum quickly.
The commercial objective was to fill the books, while building a brand that would keep them full in the future.
To achieve this, we deployed a focused mix of PR, social media and community-led activation, supported by traditional media to rapidly expand reach and credibility within the local market.
66%↑
inbound sales following campaign launch
100%↑
Google Business Profile interactions
29%↑
in search clicks (keywords)
The Campaign approach
Tuesday Creatives developed and executed a PR and thought-leadership campaign designed to position Dapper Dogs as a premium, trusted operator from day one.
At the centre of the campaign was a highly creative, fun and community-led concept. Launceston’s Most Dapper Dog.
The idea deliberately played on and leveraged the brand itself. Dapper Dogs Day Spa.
From the campaign name through to the visual identity, everything reinforced the brand in a memorable, ownable way.
The creative direction leaned into that “dapper” idea. Polished, personality-driven and slightly unexpected. The campaign visuals, including the hero asset of a sharply dressed dog, elevated the concept beyond a typical pet competition and made it instantly recognisable and shareable.
It was designed to do more than generate attention. It activated the Launceston community, built awareness at scale and created a memorable way for people to engage with the brand, while producing a flood of high-quality user-generated content.
Our role focused on building and delivering a campaign that could generate both credibility and conversion quickly:
Designed the full competition architecture and strategy, providing a complete playbook for rollout
Written and distributed the media release, including pitch development and media outreach
Coordinated and attended a media event, managing photography and interview opportunities
Created campaign launch assets across Facebook, Instagram Posts and Stories, aligned to the brand and concept
Written and scheduled launch content to drive immediate engagement and entries
Developed competition terms and conditions
Supplied scalable content templates to support ongoing posting throughout the campaign
The campaign was built to do two things at once. Earn attention through media and community, then convert that attention into bookings.
The results
The response was immediate.
Dapper Dogs received over 39 competition submissions and experienced a large uplift in following and engagement across all social media channels within weeks. Both branded and non-branded search terms began climbing steadily, leading to an increase in organic traffic. A noticeable increase in direct traffic was also experienced, indicating strong brand demand.
A combination of phone calls and form submissions through the website led to an increase in grooming bookings supporting Dapper Dogs to reach their sales targets and establish a reliable client base from a very early stage. The community support was exceptional with people from across Launceston voting for Launceston’s Most Dapper Dog.
Today, Dapper Dog is firmly on the map, recognised as a highly respected groomer and a valuable service within the Launceston community. The brand’s early traction has solidified brand visibility, trust and ongoing demand.
Campaign outcomes:
66% increase in inbound sales following launch
Fully booked for weeks ahead within 7 days
Front page coverage in The Examiner, supported by a full-length feature on page four
Estimated earned media reach: 30,000–40,000+ readers through Examiner coverage
178 new followers - from 220 (263% increase on the previous period and 80% increase in total followers)
113,000 views - 467% increase
17,400 viewers - 305% increase
3,100 content interactions – 811% increase
44 link clicks – 2.3% increase
7,000 page visits - 300% increase
Why it worked
More than a promotion, this was a creative, community-driven campaign with clear strategic intent.
The concept was tightly aligned to the brand, which made it feel cohesive, distinctive and instantly recognisable. People didn’t just see it. They understood it and wanted to be part of it.
By combining a highly engaging idea with targeted PR and conversion-led content, the campaign created a compounding effect. Media coverage built credibility. Community participation amplified reach and generated standout content. Social activity converted that attention into bookings.
Importantly, the campaign didn’t just perform. It gave Dapper Dogs a bank of authentic, high-quality content and a surge of meaningful engagement that will continue to deliver value beyond the campaign window.
The takeaway
Dapper Dogs Day Spa launched with a clear ambition. Lift the standard of dog grooming in Northern Tasmania and build a brand grounded in wellbeing, education and trust.
They didn’t need more noise. They needed authority, visibility and immediate demand.
