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MikeWorldWide's Telly Award Triumph for Pet Calm ASMR Campaign

In a remarkable achievement, MikeWorldWide (MWW) has received not one, but two prestigious Telly Awards for its innovative online campaign conducted for Autotrader, a notable brand under Cox Automotive. The campaign, named "Pet Calm ASMR," was honored with a silver award in the General - Pets & Animals category and a bronze in the General - Public Service/PSA category, showcasing MWW's talent in crafting culturally relevant narratives.

Innovating for Pet Owners

The "Pet Calm ASMR" campaign was strategically developed to coincide with National Dog Day, leveraging this occasion when Autotrader traditionally emphasizes valuable advice for traveling with pets. Understanding the stress that many pet owners face—particularly when it comes to managing their dogs' anxiety during car rides—MWW sought to create a solution that not only addressed this concern but also deepened the connection between pet owners and their cars.

Central to the campaign was an ASMR-inspired playlist, specifically curated to help dogs relax during road trips. ASMR, or autonomous sensory meridian response, is a term describing the calming sensation some people experience from listening to certain sounds. MWW expanded this concept to benefit pets, generating a selection of soothing audio tracks designed to ease anxiety. Each soundscape utilized live field recordings, carefully edited to align with natural frequencies informed by experts in the field. The final product was a serene listening experience that aimed to transport dogs—and their owners—to calming memories, such as quiet moments on the beach, peaceful snowy mornings, or cozy times spent near a fire.

Multi-faceted Campaign Execution

In addition to developing the playlist, MWW didn’t stop there. The agency also crafted engaging video content tailored for use across various social media platforms and enlisted celebrity endorsements to amplify the playlist's reach. These initiatives not only created buzz but also facilitated organic conversations surrounding the campaign, extending its influence beyond traditional avenues.

MWW's ability to integrate diverse talents and expertise from across its teams—ranging from consumer insights to creative production—allowed for a seamless execution of the campaign. The coordinated efforts emphasized Autotrader's position as an essential ally for pet owners, fostering an emotional connection with the brand.

A Testament to Excellence

Michael Kempner, MWW's Founder and CEO, expressed pride in the recognition, stating, "These awards highlight that the synergy of in-depth audience understanding and emotional intelligence, blended with our diverse expertise, not only tells engaging stories but also creates impactful brand moments that resonate."

With over 13,000 entries vying for recognition this year, the Telly Awards celebrate exceptional achievements in video and television contributions across various platforms. MWW's accolades underscore the firm's dedication to delivering impactful work that not only captivates audiences but also measures meaningful engagement.

About MikeWorldWide

Founded as the nation's leading independent public relations firm, MikeWorldWide specializes in strategically crafting reputation-first communications that are culturally relevant. The agency is home to a team of over 300 professionals spread across North America and the UK. Their unique approach leverages data and creativity to develop impactful programs spanning various sectors, such as consumer goods, technology, healthcare, finance, and entertainment. Their services encompass everything from brand building and media relations to crisis management and digital strategies, all powered by a team committed to driving positive change in brand perception. For more information, visit www.mww.com.