PawsConnect launches UGC campaign

PawsConnect, an online networking site for pet-owners, has announced it has hired the services of social media advertising platform Brickfish.

The two organisations will run the Pet Personals campaign, featuring the profiles of lonely animals seeking companionship.

Owners can post photographs and information on their animal, as well as view and vote for their favourite profiles.

Shahi Ghanem, chief executive officer of Brickfish, said the campaign allows PawsConnect to "enlist" animal lovers using peer-to-peer endorsement and will build brand awareness.

"Leveraging the power of social [user-generated content (UGC)] and social media, the Brickfish platform will enable PawsConnect.com to spark interaction amongst pet owners and fans everywhere," she added.

Brickfish seeks to use the power of UGC and social media to build campaigns which connect consumers with brands and ensure marketing messages spread virally across Web 2.0 platforms such as blogs and social media sites.

It claims that the "powerful viral marketing approach" it employs can be five to ten times more effective than more traditional marketing approaches.