They call it Puppy Love.

Jinx is an organic dog food business, understands the power of a shareable idea, that extends beyond a media placement.

In their latest campaign to launch their first retail partnership, they are going DTD—direct to dog—with mini-billboards placed at dog height and scented with non-toxic dog-friendly fragrance, “encouraging pups to sniff and engage,” according to Terri Rockovich, CEO and co-founder.

Credit: Jinx

What we mean by a shareable idea, is an idea that makes people stop in their tracks and share digitally and/or in real life. But this doesn’t happen by accident. It is built to be inherently shareable.

Firstly, let’s go back to what people share.

They share advice, tips, human truths, great caused, random wtf did I just watch, stuff that I know someone else will love.

But why do they share?

It all comes down to self.

The motivation to share comes down:

To the desire to connecting with others

To elevate the perception that you have of me

To to help (or be seen to help)

Huh???

The reason why this Jinx campaign was so successful was that it was novel, it was random. It was out of place in what was normally expected in a dog park. It prompted people to share what they had seen with friends, as they were becoming the curator of new news. In turn, this acted as a media distribution channel that far extended beyond the small number of mini billboards that were placed around the city.

So, what does this mean for your brand, and standing out?

Build campaigns that are designed to get people involved with and share. Think about what it is that people share, and why they share it and make it easy for people to spread your message for them.

If you need help building a campaign that is designed to get people to share, get in touch.