We created an Instagram star with a difference, turning a snail into a social media hit to highlight the dangers of lung worm in dogs.

Taking our inspiration from the trend for ‘social petworking’ where millions of pet owners post and share images of their pets online, we created an Instagram star in the shape of @DangerousSnail25 to reach dog owners!

After creating the beautifully shot and witty Instagram profile, we organically grew the snail’s followers using popular hashtags, jumping on topical news and engaging with other dog influencer content.

We commissioned consumer research into social petworking to provide content for editorial outreach.

Finally, the support of celebrity explorer and dog lover Ben Fogle and vet Luke Gamble to act as campaign spokespeople was also secured.

The award-winning campaign generated reams of coverage and content and positively engaged hundreds of thousands of people.  Content generated 100,000 likes/comments/shares, the campaign video was viewed 200,000+ times and dog owners across the country actively sought further advice on the issue.

The campaign has been recognised by the following industry award programmes:

  • PRCA National Awards 2017: Winner – Health & Wellbeing
  • PR Week Awards 2017: Finalist – Healthcare
  • UK Social Media Communication Awards 2017: Finalist – Best Use of Facebook or Instagram
  • PRmoment Awards 2017: Finalist – Health/Pharma Campaign



Emily creates communication frameworks for world-leading brands and organisations which operate under the scrutiny of consumers, stakeholders, and the media. She has a proven track record in delivering integrated, creative and strategic communication campaigns to protect brand reputation, create positive perception and change behaviour.