Pedigree Promo, Case study PEDIGREE ADOPTION DRIVE by Proximity Toronto

Adsarchive » Promo , Case study » Pedigree » PEDIGREE ADOPTION DRIVE


Pin to Collection
Add a note
Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Canada
Agency Proximity Toronto
Associate Creative Director Ari Elkouby-Associate Creative Director
Creative Director John Gagne Agency Team:
Designer Theo Gibson
Released April 2010


Caples Awards 2010
Digital Branded Websites Finalist
Campaigns Interactive Campaign Finalist

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MARS
Date of First Appearance: Apr 15 2010 12:00AM
Entry URL:
Agency Producer: Kathy Hererra (Proximity Canada)
Agency Producer: Amber Richardson (Proximity Canada)
Agency Producer: Ruth Vanderwey (Proximity Canada)
Agency Producer: Cathy Jefferies (Topix)
Art Director: Theo Gibson (Proximity Canada)
Co-Agency/Illustrator: (Topix)
Co-Agency: (Ignite)
Content Strategist: Cory Smythe (Proximity Canada)
Content Strategist: Priyanka Goswami (Proximity Canada)
Creative Director: John Gagné (Proximity Canada)
Associate Creative Director: Ari Elkouby (Proximity Canada)
Designer: Theo Gibson (Proximity Canada)
Animator/Digital Artist/Multimedia: Julia Deakin (Topix)
Digital Artist/Multimedia: Andrei Serghiuta
Information Architect: Alfons Hudescu (Proximity Canada)
Music & Sound: Sonny Keyes (Ricochet)
Music & Sound: (EMI)
Programmer: Iftikhar Ahmed (Proximity Canada)
Writer: Ryan Lawrence (Proximity Canada)
Media placement: Online Video - YouTube - 15/04/2010
Media placement: Posters - Dog Shelters - 15/04/2010
Media placement: Email - Pedigree Database - 15/04/2010
Results and Effectiveness
The success of the campaign was fantastic. Within four days of the launch, we reached our goal of 50,000 views and $50,000 donated – even though we had only launched three of the five videos. Consumer response to the stories was amazing. They picked them up immediately, spreading them across Facebook, Twitter, the blogosphere and beyond faster than we ever imagined. For Pedigree, this campaign and creative was unlike any they had run before. And the speed at which they reached their donation goal was unlike any they’d seen before as well. Needless to say, they were blown away.
Creative Execution
The creative ask was simple as well – create something simple, engaging and easily shareable to help Pedigree reach their $50,000 donation goal.Enter Pedigree Adoption Tales – the true stories of five adopted shelter dogs. Voiced by Kurt Browning, we used a simple, yet engaging line-art animation style to bring our Adoption Tales to life. Hosted on YouTube, and featured on, our Adoption Tales were entertaining, engaging and easily shareable. And thanks to sites like Facebook and Twitter, they spread like wildfire across the Internet. We also created Adoption Tales in-pack flyers and partner shelter posters that drove consumers to the URL.
Insights, Strategy & the Idea
Pedigree knows adopting a shelter dog, volunteering at the humane society, or even making a donation isn’t something the average dog lover can always do. Our insight: helping simply had to be easier.So for year three of the Pedigree Adoption Drive, our objective was simple: Find a simple way to help people help dogs. And helping doesn’t get any simpler than watching a video online. So we created Pedigree Adoption Tales. And for every view they got, Pedigree donated $1 to shelters across Canada.