As I write this on Saturday night, Tula, my rambunctious yellow Lab and Grow’s mascot, has her head perched on my knee. We’ve just returned home from the Propel Zero to 1000 kick-off, and it’s the first time ever that Tula’s spent the day with me at an event. That’s because this event was all about people who love dogs.

We spent a fun-filled day raising awareness for the importance of being more active and raising funds for Much Love, an organization that helps animals in need. This is a cause that’s near and dear to the hearts of the folks at Propel Zero and the celebs who joined us on Saturday – Cindy Crawford, Brooke Shields, model Joanna Krupa and Maksim Chmerkovskiy, who is Kirstie Alley’s partner on “Dancing with the Stars” this season.

Dog-lovers from all over the Los Angeles area showed up with their four-legged family members – Propel Zero spokeswoman Cindy Crawford brought her two adorable dogs! – and everyone, human and canine alike, was given the red-carpet treatment, which included a 20-minute walk through the stunningly beautiful grounds of the Church Estate Vineyards, an agility course for dogs, Propel Zero tastings and samples, face-painting for children, a climbing wall, a bike-powered DJ booth, and a delicious, healthy lunch.

The whole day was inspiring, and it reminded me of the power of engagement to go beyond traditional marketing or social media conversations and make a difference in people’s lives. Engaging with like-minded dog owners, Propel Zero and Much Love were able to connect with consumers in a new and different way – one that goes beyond simply marketing to sharing with consumers how a brand can make a difference in their lives.

Great brands recognize that engagement isn’t simply talking the talk. It’s about listening to what consumers have to say about their lives, their hopes for themselves and the well-being of their families (and for dog-lovers, that’s always going to mean Fido, too).

While we can use social media to start the conversation or keep the conversation going, true engagement is about genuine in-person connection in ways that are meaningful to the consumer – not just the brand. And what could be more meaningful than helping people achieve an aspiration – to be more active and healthy throughout the year – while helping a deserving nonprofit in their community?

Doggone inspiring. Right, Tula?

Tula wags her tail. Time for another nice, long walk.

Danny Kraus