History Will Be Kind leads Life360 Pet GPS launch campaign feat. viral runaway dachshund Valerie
History Will Be Kind (HWBK), the award-winning creative communications agency and Life360’s communications partner in Australia, has spearheaded the PR and social launch of the brand’s latest product innovation – a Pet GPS tracker designed to help families stay connected with their furry companions.
To celebrate the launch, Australia’s most famous runaway dachshund, Valerie was appointed Life360’s very first Chief Escape Officer (CEO), a perfect fit following her legendary 500-day solo adventure across Kangaroo Island.
HWBK led the pack on strategy, creative direction, and execution across earned and social channels, combining local insights, compelling storytelling, and fur-tastic content (starring Valerie herself, of course) to demonstrate how Life360 keeps pets and their humans connected, wherever curiosity leads them.
Valerie’s social debut as Life360’s Chief Escape Officer has been nothing short of proof she’s a natural star – with her first four posts already fetching over 399K organic views and 37K+ engagements across Instagram and TikTok to date.
From runaway dog fame to internet darling status, audiences have clearly loved following her story. And she’s just getting started… keep an eye out for Valerie’s next drop as she keeps running circles around the internet (this time, safely tracked).
Says Chelsea Cook, International PR and Influencer Lead at Life360: “History Will Be Kind has brought our Pet GPS Tracker to life through an insight and culture-led campaign that is earning attention across channels and already delivering stellar brand impact. Their creative storytelling has put Valerie’s new role, and our latest innovation, firmly in the spotlight and it’s been amazing to see the real-time buzz and momentum it’s generated to date, with more to come!”
Says Edwina Brook, Managing Director of History Will Be Kind: “We’re proud to be continuing to grow and evolve our long-term retained partnership with Life360. This playful campaign comes off the back of a highly successful integrated piece of work which set new benchmarks for the brand while raising critical awareness of the app’s driving safety features. We love collaborating with Life360’s ambitious team as they expand the brand’s presence and product offering in the Australian market, and can’t wait to see the full impact of the campaign in the coming months.”
Life360’s Pet GPS tracker is an essential tool for pet safety, featuring cellular, GPS, WiFi, and Bluetooth connectivity, geofencing, escape alerts, and soon, access to a Pet Finder Network. The tracker also includes a universal collar attachment, water resistance, a built-in safety LED light, and a rechargeable battery that lasts up to 14 days (extendable to six months in Reserve Mode).
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