HOME 4 THE HOLIDAYS for Iams

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HOME 4 THE HOLIDAYS

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Promo & PR, Case study
Market United States
Released July 2009

Credits & Description

Category: Corporate Responsibility
Advertiser: IAMS
Product/Service: PET ADOPTION PROGRAMME
Director: Shannon Suggett (PainePR)
Media Director: Matthew Bautista (PainePR)
Client Service Manager: Heather Wilkins (PainePR)
Client Service Coordinator: Carly Vandyke (PainePR)
Managing Partner: Laura Hall (PainePR)
Social Media Director: Daniel Lemin (PainePR)
Client Service Manager: Esther Kim (PainePR)
Client Service Manager: Christopher Gustafson (PainePR)
External Relations: Kris Parlett (Iams)
President: Mike Arms (Helen Woodward Animal Centre)
Media placement: TV Placement - Rachael Ray - 27 November 2009
Media placement: TV Placement - Live! With Regis & Kelly - 19 October 2009
Media placement: TV Placement - The Ellen DeGeneres Show - 26 October 2009
Media placement: TV Placement - The Today Show - 16 October 2009
Media placement: TV Placement - 3 Spots - Access Hollywood - 4 September 2009
Media placement: Wire Exclusive - Associated Press - 2 September 2009
Media placement: Print Placement - InStyle - 1 February 2010
Media placement: Print Placement - Family Circle - 1 October 2009
Media placement: Print Placement - Cover Story - Animal Fair - 1 December 2009
Media placement: Online Placement - USAToday.com - 21 October 2009

Summary of the Campaign
OBJECTIVE Elevate the 2009 Iams Home 4 the Holidays global pet adoption programme and save the lives of more orphaned pets than ever before (goal was 1.5 million adoptions). STRATEGY Secured Academy Award®-winner and pet advocate Hilary Swank to generate widespread awareness for pet adoption through her personal experiences via a multi-tiered national and local-market media and PR campaign. RESULTS A total of 1,363,638 pets were adopted in just three months, exceeding 2008 adoptions by 100,000 adoptions, recording the highest adoptions in IH4TH’s 11-year history and saving more lives than ever before! PR campaign secured more than 426 million media impressions.

The Goal
-Save more orphaned pets’ lives than ever before (goal was 1.5 million adoptions). -Secure 400 million media impressions. -Generate lift to Iams business by leveraging IH4TH as a signature awareness and sampling effort. -Reach online influencers through editorial coverage. -Drive traffic to IH4TH.com. -Increase number of participating animal organizations. Target Audiences: First time, new and experienced pet owners planning to adopt. Research: -Evaluated competitive pet adoption programs. -Assessed online influencer landscape. -Compiled information about animal activist groups. -Conducted media assessment. -Vetted numerous A-list celebrities.

Results
-A total of 1,363,638 pets were adopted in just three months, exceeding the 2008 adoptions number by 100,000 adoptions, recording the highest adoptions in IH4TH’s 11-year history and saving more lives than ever before! -During IH4TH, Iams had its highest sales quarter in two years. -Secured more than 426 million media impressions. -Exclusive with AP earned 7 million impressions. -National broadcast placements: TODAY, Ellen, Regis & Kelly, Rachael Ray, Access Hollywood and more. -National print placements: Animal Fair (cover), InStyle, Family Circle, Woman’s Day, O, The Oprah Magazine, Fido Friendly (cover), USA Today and more! -PSAs: 169 million impressions. -Nearly 1.4 million new pet parents received Iams adoption kits. -Secured 100 positive blogger reviews and generated 109,000 unique impressions. -Swank promoted IH4TH.com in all media interviews, which resulted in a significant increase to Web site traffic.

Execution
Celebrity spokesperson – secured A-list celebrity and pet adoption advocate Hilary Swank. Pre-Campaign buzz – exclusive with Associated Press (AP) broke news of Swank’s involvement and generated pre-campaign buzz. Media blitz – conducted media junket with Swank to do numerous national print and online interviews, appearances on TODAY, Rachael Ray, Ellen, Regis & Kelly and a video package for Oprah.com. Also conducted ongoing outreach to secure editorial coverage in local markets. Online campaign – pitched more than 350 pet bloggers about programme details and goals. TV and radio PSAs – to compensate for no advertising, leveraged Swank’s name and voice through TV and radio PSAs to reach potential adopters. Media materials – developed key messages, Q&A, fact sheets and multiple press releases. Shelter communications - developed a how-to guide to help 3,500 shelter partners promote IH4TH in their communities. Post-campaign media outreach – Swank announced final adoptions total and did media interviews.

The Situation
With as many as 8 million homeless pets in the US, Iams Home 4 the Holidays (IH4TH) was founded by Helen Woodward Animal Center (HWAC) in 1999 to educate consumers about the amazing animals in shelters. Since it began, Procter & Gamble (P&G) Pet Care’s flagship Iams brand has helped grow it to a global effort and allow more than 4.6 million families to experience the joy of pet adoption. For IH4TH 2009 (Oct. 1, 2009 – Jan. 4, 2010), our agency in partnership with Iams/HWAC teams was challenged to further elevate the programme and make a bigger impact on orphaned animals.

The Strategy
To achieve our goals we outlined the following strategies: -Secure a new A-list celebrity with timely, buzz-worthy projects to generate widespread awareness for pet adoption through personal adoption experiences. -Leverage celebrity via multiple consumer touch points such as online, media and promotional materials and broadcast public service mediums. -Secure national exclusive to announce celebrity partnership to generate pre-campaign buzz. -Execute national press conference and media junket in New York, along with national media appearances and local market and online -Leverage key online influencer relationships with pet bloggers combined with extensive social media campaign to ensure coverage throughout programme. -Distribute materials to strengthen shelter partner communication activity in their local communities. -Generate multi-tiered media pulse points to ensure ongoing campaign coverage. -Inoculate Iams against any negative backlash from animal activists (Note: this strategy was never needed/deployed).