Agency: ENGINE Mischief
Approaching Christmas 2020 Tails.com was in a challenging place as a business. Despite growing a loyal fanbase it was yet to achieve market leadership. Also, it was having its heels nipped increasingly by new competitors. Christmas was the perfect opportunity to steal headlines, share of voice and the nation’s pet-loving hearts. That’s why Mischief created ‘Raise the Woof!’ – the world’s first Christmas song for dogs. Described by Grimmy as ‘like Stormzy for dogs’, the track wagged across the world and was named by the Official Charts company as a Christmas no. 1 contender.