Case Study: Facebook Campaign for Jack Lehr’s Cutest Dog Contest

There are many creative ways to spread brand awareness through strategic content marketing with a strong strategy and a deep understanding of what resonates with your ideal audience. By aligning a campaign with the core values and interests of your target demographic, brands can generate meaningful engagement. We applied these principles to help our client, a home services provider, connect with pet-owning homeowners through an annual Cutest Dog Contest. Participants submit photos of their dogs, commenters vote for their favorite, and our client makes a donation to the local animal shelter in the name of the winner, creating an impactful win-win for community involvement.

In August 2026, the FWC team, a content marketing agency, executed a campaign for Jack Lehr Heating Cooling & Electric‘s Annual Cutest Dog Contest. The goal of the campaign was to increase engagement on Jack Lehr’s Facebook page from the local community.

Jack Lehr has hosted annual Cutest Dog contests on Facebook for five consecutive years. The contest drives meaningful reach from the local community and ideal customers beyond the client’s existing follower base, all while reinforcing Jack Lehr’s core identity of being a caring, community-forward company.

Each year, the results of the Cutest Dog contest thrill our client, hitting their goals and beyond. That is the power of strategic social media campaigns. Even a cutest dog contest can bring in real results for a home service company like heating and cooling. Read on to see the results we garnered for our client.

The first objective was to increase engagement and views compared to last year’s contest. Across the three campaign posts, we garnered 58,714 total views, with the highest-performing post garnering a total of 42,398 views. We measured an increase of 91% in total engagement. Much of that engagement came from non-followers.

A secondary objective was to spread brand awareness to non-followers in the community. With a mix of paid and organic social media, our client reached an average of 86% non-followers per contest post.

The announcement post, which ran as a paid ad, got 42,398 views, with almost 90% of those views coming from non-followers. 53% of those views came from paid reach, while 47% came from organic reach.

The viewers did not just scroll by, though. The interactions on the post show that these viewers were engaging and coming back, with almost 1,000 engagements on the post and over 130 shares—a valuable metric to measure for this campaign because this is a brand awareness campaign centered around community involvement. Shares show that the community is talking about the contest.

Of the people talking to each other about the contest, 73% were our ideal audience of women 45+ living within our client’s service area. That is the power of a strategic campaign. It’s not enough to get high reach. The goal should be to reach the right audience.

If you’re not sure how to reach your ideal audience, we can help. We offer ad strategy, consulting, and paid campaign management for our clients. Book a Discovery Call to see how we can help you reach your goals.