Kennel Club – Social Media Strategy


In 2017 OST was commissioned by The Kennel Club, the UK’s leading charity for the welfare of dogs, to conduct social media review and recommend a social media strategy.

The project involved detailed analysis of 15 different social channels with, collectively, over 2 million fans and followers. We produced a detailed report which provided a clear set of recommendations to help The Kennel Club maximise their strong social media presence.

After receiving the brief, two of our Senior Consultants began the process of analysing The Kennel Club’s social media channels, which includes The Crufts and Discover Dogs Facebook Pages, as well as a range of Twitter, Instagram and YouTube accounts.

The process, which took just over 6 weeks and involved scores of pages of notes, images, data, feedback and analysis, was distilled into a 20-page Strategy Review.

ClientThe Kennel Club
Core ServiceSocial media strategy
Project Date2017


We provided a highly detailed analysis of The Kennel Club’s social media activities across 15 accounts on Facebook, Twitter, Instagram and YouTube. The report, which was presented as a 20-page report plus visual presentation was well received and the key recommendations were actionned.

Detailed analytical audit

Report and presentation

Key recommendations adopted

Our insight

This was a fascinating and daunting project. The Kennel Club has a large and broad portfolio of social media accounts, each catering for a different audience. We spent many hours understanding each audience, analysing the data and making carefully considered recommendations. It was gratifying to see these adopted by the client.

Luke Brynley-Jones
Managing Director