PEDIGREE ADOPTION DRIVE by Whybin\TBWA Sydney for Pedigree

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PEDIGREE ADOPTION DRIVE

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Industry Pet Food, Pet Care Products & Services, Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Creative Director Russ Tucker
Art Director Glenn Christensen
Released June 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MARS PETCARE
Product/Service: CHARITY
Agency: WHYBIN\TBWA
Date of First Appearance: Jun 6 2010
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Entry URL: http://www.awardlook.com/pedigree/cannes2011/dogadoptdirect
Creative Director: Russ tucker (Whybin \ TBWA \ Tequila)
Art Director: Glenn Christensen (Whybin \ TBWA \ Tequila)
Senior Digital Designer: Jeffrey Mok (Whybin \ TBWA \ Tequila)
Technical Lead: Andrew Berman (Whybin \ TBWA \ Tequila)
.net: Issac Kutcher (Whybin \ TBWA \ Tequila)
Flash Developer: Norman Vo (Whybin \ TBWA \ Tequila)
Web Developer: Wendy Su (Whybin \ TBWA \ Tequila)
Digital Producer: Sean Gardner (Whybin \ TBWA \ Tequila)
Media placement: WEBSITE - ONLINE - 6/6/10
Media placement: FACEBOOK PAGE - FACEBOOK - 6/6/10
Media placement: ONLINE BANNERS - - 6/6/10

Describe the brief/objective of the direct campaign.
Over 100,000 shelter dogs in Australia are euthanized annually so the Pedigree Adoption Drive encourages people to adopt shelter dogs. Not everyone can adopt a dog so we also had to try and create an emotional connection to the Pedigree brand and position them as the No.1 campaigner of rescue dogs in Australia.

The target audience was reached using targeted facebook ads and contextually relevant display banner ads. Also real dogs up for adoption were showcased on TV shows and in mainstream advertising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Adopting a shelter dog can be difficult and time consuming so we had to find a way to directly help people help dogs. We created a dog finder app that catalogued all the dogs up for adoption. You can search for dogs by breed, size and even location. The app can live anywhere so people could find dogs to adopt when they were on Facebook rather than searching shelter homes. For those who couldn’t adopt, if they LIKED the facebook page we donated a can of dog-food to local dog homes.

Explain why the creative execution was relevant to the product or service.
By creating a useful dog finder app, people could find the right dog that suited them to adopt. People could share dogs that they fell in love with but couldn’t adopt meaning the dogs themselves got more exposure through facebook. Pedigree provided support with nutritional information as well as how-to guides on adopting dogs. People could donate money to the cause as well as badge their profile picture to help spread the word. We helped prove Pedigree’s brand positioning ‘We’re for Dogs’ by allowing people to directly help dogs.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 4,238 dogs adopted in just 8 weeks.

• PEDIGREE doubled the donation of food due to the success of the campaign.

• 30,000 bowls of dog-food we’re donated to shelter dogs.

• The Facebook page currently has over 50,000 fans, and is still growing – the target 15,000.

• These fans have created a highly engaged and passionate community of dog lovers. They are actively sharing and commenting on stories, photos and videos, and continue to raise awareness of the plight of shelter dogs.

• PEDIGREE will continue to drive activity on the Facebook page by regularly interacting with fans, fuelling conversations and featuring dogs available for adoption.