Saturday Evening Post:

A Celebration of Dogs

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The Challenge

The Saturday Evening Post was looking to promote their newest special edition magazine, featuring dog-themed cover art by Norman Rockwell, Albert Staehle, Ellen Pyle, and more. The magazine also featured stories about hero dogs, therapy dogs, historic dogs, famous dogs, and funny dogs — all drawn from the Saturday Evening Post’s extensive archive.

The Solution

Since the magazine was set for a release date in early March, I decided to combine the Saturday Evening Post dogs with another favorite American pastime; March Madness brackets!

Coinciding with the launch of the special edition magazine, the Saturday Evening Post social media audience participated in “Bark Madness,” a special bracket-style tournament where audience members could vote for their favorite Saturday Evening Post dog.

The Result

The two-week tournament increased awareness in the special edition magazine, which resulted in increased digital sales.

As a bonus, the highly interactive nature of the tournament also boosted Saturday Evening Post social media followers and overall engagement for the brand.