Guide Dogs needed to reposition Sponsor a Puppy as a simple, meaningful way to make a lasting difference. The challenge was to reach audiences aged 45+, create an emotional connection with the puppy journey, and inspire people to move from awareness to action.

We built a creator-led storytelling ecosystem around three distinct creative territories.

Working with creators whose audiences naturally aligned with Guide Dogs' target demographic, we developed authentic, story-first content that explored the journey of a Guide Dog puppy through real experiences, spoken-word storytelling and community conversations.

Each asset was designed to perform across the full funnel, with paid media continually optimised to drive awareness, engagement and traffic while testing conversion opportunities throughout the campaign.

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The campaign exceeded every major media objective while strengthening emotional affinity for the Sponsor a Puppy initiative. By combining creator authenticity with performance marketing, the campaign delivered over 9.16 million impressions, exceeded click and awareness targets, reduced CPM by 80%, and demonstrated that creator-led storytelling could significantly outperform traditional brand content achieving a 258% increase in CTR versus Guide Dogs' BAU creative.