mdg | Event Marketing Agency for Trade Shows and Associations

Case Study

• 3.25M+ impressions, 3.55M video views and 420K+ engagements from 58 activated creators
• $4.2M earned media value generated from rigorously vetted influencer partners
• Inbound creators achieved the highest engagement rates, validating the credibility-over-scale approach

Client

World Pet Association — SUPERZOO

Challenge

SUPERZOO serves a highly connected community of independent pet retailers who place greater trust in peer recommendations than traditional marketing. Influencer tactics had proven effective in reaching that audience, but as more creators came onboard, a new challenge surfaced: how to scale the influencer program without diluting the authenticity at its core, or brand authority.

Approach

mdg evolved the program from a traditional influencer initiative into a carefully curated creator ecosystem. Rather than prioritizing follower counts, the strategy focused on industry-native voices with established credibility among pet professionals and retailers. Paid partnerships were complemented by carefully selected inbound creators, while expansion into new segments (such as reptile and farm and feed) focused on identifying trusted voices already embedded within those communities. A pre-show, on-site and post-show content strategy helped extend engagement beyond the event itself and maintain momentum throughout the year.

Results

The strategy proved that relevance matters more than reach. Fifty-eight creators generated more than 3.25 million impressions, 3.55 million video views and 420,000 engagements while producing $4.2 million in earned media value. The highest engagement rates came from creators with deep roots in the pet industry, validating a quality-first approach built around trusted community voices.

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