(PRESS RELEASE) CHICAGO — Matrix Partners, a leading full-service marketing communications agency specializing in the pet product industry, has been named a finalist in the Micro-Influencer Campaign category of PR Daily’s 2025 Social Media & Digital Awards. This recognition celebrates the agency’s creative and impactful work on its Charlee Bear Dog Treats Holiday PR Box campaign, developed for Charlee Bear, a natural pet treat brand that has been loved by dogs and their owners for over 30 years.
The campaign, which launched in December 2024, set out to introduce Charlee Bear’s new Nuggets dog treat line and build holiday buzz through a thoughtfully curated influencer marketing strategy. Built to stand out in the crowded holiday pet marketplace, the initiative proved that strategic creativity could deliver both memorable brand moments and measurable ROI.
Matrix Partners brought the holiday spirit to life with a bold, custom-designed PR box, embracing the nostalgic ugly holiday sweater design trend that made every unboxing feel festive, fun and unforgettable—delivering major brand impact. Each box featured a personalized stocking featuring a photo of the influencer’s pet and a custom insert card to enhance the unboxing experience. The Matrix team thoughtfully selected 50 pet-focused micro-influencers from its proprietary network who share a connection with the brand. These influencers created heartfelt, authentic content that captured the spirit of the season and the joy of gifting Charlee Bear treats to their pups.
In just 20 days during the competitive holiday season, the campaign achieved breakthrough results across all key metrics:
- Social Media Posts: 92 posts were generated by influencers and campaign participants.
- Impressions: The campaign garnered 1,880,294 impressions across social media platforms.
- Follower Growth: Charlee Bear’s net social media following increased by an extraordinary 2,861% (vs. previous 3-week period).
Beyond driving awareness and trial, the initiative strengthened Charlee Bear’s position as a trusted voice within the pet-loving community, resonating with devoted customers while attracting new advocates. An integrated social media giveaway amplified these real connections, extending the conversation across multiple platforms.
“We challenged ourselves to break through the holiday noise by spotlighting meaningful moments shared by pet parents during the season,” said Krista Ferry, Influencer & Branded Content Specialist at Matrix Partners. “The campaign’s success stemmed from our micro-influencers’ ability to capture genuine pet-friendly content that felt both relatable and inspiring. This recognition by PR Daily underscores that true innovation in influencer marketing comes from authenticity, not just reach.”
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As a finalist, Matrix Partners joins an esteemed group of agencies and brands being recognized for excellence in social media and digital marketing. Winners will be announced during an awards luncheon on Thursday, September 25, at the Yale Club in New York City.
Discover how Matrix Partners brings pet brands to life with award-winning strategy and design at Matrix1.com.
About Matrix Partners
Matrix Partners is a full-service marketing agency devoted exclusively to the pet product industry. For over 30 years, we’ve helped bring some of the most beloved pet care brands to life—guiding them from concept to shelf with strategic insight and standout creative. Our founder, Don Tomala, has played a pivotal role in shaping iconic pet brands including Kibbles ‘n Bits, Stella & Chewy’s, sWheat Scoop and Charlee Bear dog treats.
Our award-winning creative and strategic expertise has earned recognition from prestigious industry awards including the Hermes Creative Awards, Effie Awards, Graphic Design USA, dotCOMM Awards, and AVA Design Awards. Discover how we build brands pet parents love and trust at Matrix1.com.
