Partner Success Stories
The Rise of National Fetch Day
Petmate’s Challenge
National Fetch Day, launched by Carve for Chuckit! In 2018, the globally recognized pet brand from Petmate, is dedicated to celebrating the timeless game of fetch with our furry friends. The initiative drove a desire to promote outdoor activity, strengthen the bond between pets and owners, and build a community around the love of dogs and play – all with a Chuckit! ball. The business goal was to ward off imitators as the Chuckit! patent was set to expire, demonstrating that the brand continues to dominate the dog toy category. We also needed to contribute to a strong shelf-space presence.
The Results Included
Unique Pieces of Content:
133
Media Impressions:
11,786,924+
Influencers:
69
The Carve Solution
While National Fetch Day already existed, its first year was very small and local. By year two (2019), Carve grew it to become a highly anticipated, annual event, with participation from pet owners and loyal Chuckit! enthusiasts, businesses, and media outlets nationwide. Its social media presence continues to grow, with billions of impressions since its inception. The holiday has evolved into not just a celebration of fetch but a celebration of the joy and companionship that pets bring to our lives.
In 2024, the annual online sweepstakes for a chance to win National Fetch Day gear received 6,000 entries within its first week—the highest number of early entries recorded to date. In conjunction with the sweepstakes, 18 sponsored event locations—ranging from dog parks to dog-friendly bars—returned nationwide to help support and commemorate the largest dog-focused celebration of the year.
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In 2018, Carve’s launch of National Fetch Day relied on traditional media relations, digital marketing, and influencer partnerships. Carve collaborated with social media influencers and pet enthusiasts to create initial buzz. Dallas was a natural place to start in year one because the company is headquartered in Arlington, TX. The goal was to establish the day as an annual event where pet owners across the country could participate, share their experiences, and celebrate their pets. The PR strategy focused on engaging the local Dallas pet community through social media, in-person events, and partnerships with pet-friendly businesses.
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Over the years, National Fetch Day had exploded, becoming a national holiday event. This growth was fueled by strategic public relations efforts, including segments on national morning shows like Fox & Friends, where National Fetch Day truly went national and reached a much broader audience. The national media coverage not only brought attention to the day but also legitimized it as a notable event in the pet community.
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Local events played a crucial role in expanding the reach of National Fetch Day. Carve worked with pet shelters like North Shore Animal League, local parks, and businesses across the country to host fetch-themed activities with Chuckit! swag and local event listings posted to ensure that the celebration was accessible to communities across the country. These efforts were crucial in building a sense of community and participation, driving user-generated content and engagement on social media.
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The 2019 event marked a turning point in terms of social media engagement. Collaborating with a diverse range of influencers, from celebrity pet owners like Katherine Schwarzenegger to micro-influencers in the pet community, broadened the reach. With this, National Fetch Day achieved billions of impressions on platforms like Instagram, Twitter, and Facebook. Pet owners shared photos and videos of their dogs playing fetch using the hashtags #NationalFetchDay and #makefetchhappen, creating a viral movement that significantly boosted the holiday's visibility.