Rowley Farm Holidays offers luxury self-catering cottages surrounded by 50 acres of open fields and woodlands, making it a dream escape for both guests and their dogs.
With an outdoor dog wash, treats, crates, towels and even pet sitters, Rowley Farm is designed with four-legged visitors in mind. But how do you make sure dog owners know it’s the ultimate pet-friendly staycation? That’s where Nifty stepped in.
We launched The Ruff Reviewer, a campaign that put dogs in charge of the reviews and turned furry influencers into the farm’s best marketing tool.
THE PROBLEM:
A hidden gem that needed more dog lovers. Rowley Farm had everything needed to attract dog owners but lacked the visibility to stand out.
🚫 Increase awareness of their dog-friendly offering.
🚫 Entice more dog owners to book a stay.
🚫 Boost Instagram & TikTok engagement with a highly shareable campaign.
🚫 Grow their mailing list for future promotions.
They needed a campaign that was fun, interactive, and guaranteed to get tails wagging.
THE SOLUTION:
We created The Ruff Reviewer, a campaign inviting dog owners to nominate their pups for the ultimate gig – becoming Rowley Farm’s official canine critic.
🔥 Creative Concept & Social Activation:
✅ We launched the campaign on International Dog Day – a perfect hook for engagement.
✅ Owners submitted their dogs for a chance to win a free two-night stay.
✅ The campaign was pushed via Rowley’s Instagram, TikTok, and email newsletter.
✅ A playful, dog-centric tone of voice filled with puns made the campaign stand out.
🔥 Engaging Application Process:
✅ Owners filled out a fun form, including dog names, favourite treats and activities.
✅ Follow-up emails were addressed directly to the dogs – because, why not?
🔥 Public Voting for Maximum Engagement:
✅ We narrowed entries down to 10 finalists.
✅ A public vote on Instagram & email determined the winner.
✅ Finalists were tagged and encouraged to rally their followers to vote.
🔥 Boosted Visibility with Paid Ads:
✅ A small advertising budget was allocated to drive extra submissions.
✅ But the campaign was so successful organically, ads were switched off early.
THE RESULTS:
A viral success with tail-wagging numbers.
🚀 Website traffic skyrocketed by 880%.
🚀 Instagram reach up by 1345%.
🚀 Instagram engagement up by 379%.
🚀 Instagram followers up by 34%.
🚀 Over 2,000 votes cast for the Ruff Reviewer winner.
🚀 56 additional organic signups to the Rowley Farm newsletter.
The best part? The winner’s visit generated even more content, turning this campaign into an evergreen marketing asset.
"The Ruff Reviewer campaign didn’t just bring in engagement, it created a community of dog lovers who are now invested in Rowley Farm. The campaign felt fun, organic and perfectly on-brand."
Rowley Farm Holidays Owner
