Guide to Running a Successful Model Dog Campaign
By Jeanne Taylor
Full disclosure – both Roux and Gracie have resumes. They have modeled professionally for both print and video over the years, had different contest wins, etc. So, in 2022, we decided to let Gracie give it a run for the Lowcountry Dog model contest
and see if we could mark that off her resume bucket list. We already knew she was a great model – nothing to it, right?
WRONG.
She made it through the first hurdle, which was the preliminary selection round where candidates narrow from a field of usually hundreds, down to 50 or so. That had to be the hardest part, right?
NOPE.
All the surviving cut contestants have a few minutes in front of a staff photographer (not me) so the photos have a similar look and feel across the board, which evens the playing field. These photos are then culled by the publisher and the next tier of competition commences.
THE VOTING.
This is not a one-and-done, folks. In fact, this is where you hunker down and really promote your dog! The most successful campaigns are those where the pet’s momager (or dad-ager) are posting to socials daily or close to it. It really isn’t just how many friends or followers you have, so please don’t be lazy and assume one or two posts over a three-week voting period is going to cinch it for your pup! For Gracie, our goal was to keep her in the Top 12 so she would appear in the 2023 calendar, and we did it! I elected not to use my business page as a persistent channel for promoting her, but that doesn’t mean others shouldn’t use whatever means they have available! Some contestants have loftier pursuits in mind – maybe you want your dog on the August issue’s cover (that’s the Top Dog honor). Maybe you want your dog to participate in the group shoot for the calendar cover and the August spread (that’s the prize for the top 4 vote-getters). Gracie was edged out of those honors garnering 5 the place overall, but she still made it as Miss October 2023!
Gracie’s pro-tips:
1. Hit the ground running. Be ready with your posts so when you get your campaign photos to use, you don’t slack up on your posting!
2. Be creative – cute reels and short video clips go a long way toward gaining an audience and campaign momentum.
3. Be accurate - make sure you don’t have typos in your voting link when you post!
4. Maximize your contacts! Sure, post on Facebook and Instagram, or whatever other socials are out there. Post in neighborhood and community groups. Send that inter-office email asking co-workers to vote in exchange for your silence of the things heard at the water cooler.
5. Monitor your dog’s position in the standings throughout the voting cycle; if you see it starting to slip – DON’T GIVE UP! That’s the time to push harder. That’s when you call in the reinforcements and have friends and family post and share too!
6. Above all, have fun! This contest not only brings attention to your pets, but also supports local rescues and shelters, and that’s a win for everyone.
