Recognizing International Hero Dogs to Create Brand Good Will

Strategies

• Created  “Canine Walk of Fame” at Humane Society of the US  featuring hero dogs representing six Wal-Mart countries
• Recruited participation of high-profile canine groups via publicity and Website

Results

• Affiliated with international canine groups gave credibility and stature to fledgling program that drove unprecedented U.S. and international media coverage of nearly 148 million consumer impressions via 25,000 media outlets