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Comunimals: Pet food release
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes the launch of a website by Affinity Petcare, a Spanish pet food company. The company recognised that many pet owners discussed their pet online, including posting photos and discussing problems, and so launched a website to act as a hub for discussing pets whilst engaging with the brand.
This case study describes the launch of a website by Affinity Petcare, a Spanish pet food company. The company recognised that many pet owners discussed their pet online, including posting photos and discussing problems, and so launched a website to act as a hub for discussing pets whilst engaging with the brand. The company gathered information about journalists and bloggers who owned pets (and had mentioned the brand positively) and then targeted them with a direct mailing. The mailing was personalised with their pet's name and made of pet food. This generated media and blog coverage and exceeded the company's acquisition target for the website.
PEDIGREE: Donation Glasses
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2013
This case study details a campaign for Pedigree Adoption Drive in New Zealand, an initiative which helps the Pedigree pet food brand amplify its brand positioning.
This case study details a campaign for Pedigree Adoption Drive in New Zealand, an initiative which helps the Pedigree pet food brand amplify its brand positioning. Pedigree solicits donations, which are then distributed to dog shelters around New Zealand. However, public interest in the cause was declining, along with willingness to donate. Pedigree took the decision to target people who do not usually donate to charity, rather than cannibalising donations to other causes, through a creative cinema experience. The campaign used rational messages based around where the money would go and what it would achieve, and emotional messages which contrasted the effect of donating with the effect of not donating. Before entering the cinema, visitors were given a choice of whether to donate or not and given coloured 3D glasses based on their choice. Two films were then played simultaneously, with the same mistreated dog in each. The choice of the visitors to donate (or not) determined the outcome for the dog. This campaign generated interest in the issue and exceeded the previous year's donations in one month.
Nestlé PURINA PetLife
Design Business Association, Silver, Design Effectiveness Awards 2013
Following a recent acquisition, Nestlé wanted to create a new masterbrand for its Purina pet division with the aim of becoming market leader in Australia's speciality petcare accessories category.
Following a recent acquisition, Nestlé wanted to create a new masterbrand for its Purina pet division with the aim of becoming market leader in Australia's speciality petcare accessories category. The challenge was to evolve the category from an uninspiring collection of functional, hard-to-navigate products, and engage pet owners in the value of its offerings (which spanned grooming, tethering and bedding). Nestlé Purina's resulting PetLife brand took insights from human personal care products, based around the belief that pet owners buying into the premium range would expect the same level of quality for their pet as they would for themselves. Visually, a sophisticated grey hero colour was chosen for the master brand and strong typography used to create an identifiable architecture for the range. The concept of 4-step grooming simplified the proposition at point of sale, appealing to consumers and retailers alike. A bespoke solution was developed for the bedding range, breaking category conventions. Following launch, overall brand growth hit 284% year-on-year, establishing Nestlé Purina as category leader.
Mars Pedigree: Doggelganger
Direct Marketing Association - US, Diamond - Best in Show, ECHO Awards, 2012
Pedigree Adoption Drive is an annual initiative by Pedigree, the Mars-owned petfood brand, to help promote the plight of homeless dogs in New Zealand.
Pedigree Adoption Drive is an annual initiative by Pedigree, the Mars-owned petfood brand, to help promote the plight of homeless dogs in New Zealand. The 2011 initiative, Doggelganger, utilised human to canine facial recognition software that connected real homeless dogs with real people, encouraging adoption, or donation if adoption wasn't possible. Over 3.7m users visited the site in a six-week period, US$130,000 was raised through donations and dog adoptions were up 112% from the previous year.
Pedigree: Adoption drive
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2012
Pedigree Dog Food had a long-term partnership with dog shelters in New Zealand, which were full to record levels.
Pedigree Dog Food had a long-term partnership with dog shelters in New Zealand, which were full to record levels. The brand launched a campaign aiming to increase donations to shelters by 10% and dog adoptions by 10%. A piece of bespoke software called the Doggelganger was created, which scanned the user's photo and matched them with a look-alike shelter dog. An owned media site was the hub of online interactio with the campaign as a whole designed to promote sharing via social media. It was also publicised using paid online ads, TV and PR. As a result donations increased by 210%, dog adoptions grew by 112% and over 2m people interacted with the Doggelganger site.
PetRescue: The PEDIGREE adoption drive
Kayla Cannon, Warc Prize for Innovation, Entrant, 2012
This case study outlines how MARS Petcare embarked on the biggest PEDIGREE Adoption Drive in Australia's history, to combat the view that shelter dogs can be unfit as domestic pets and people find visiting shelter homes an unpleasant experience.
This case study outlines how MARS Petcare embarked on the biggest PEDIGREE Adoption Drive in Australia's history, to combat the view that shelter dogs can be unfit as domestic pets and people find visiting shelter homes an unpleasant experience. Budget was focused on digital and social media, and all the shelter dogs in the country were centralised online to allow people to search by breed, size and location, thus simplifying the adoption process. Those who couldn't adopt could 'like' a dog on a Facebook page, which donated a can of dog food to the home shelter. Additionally a phone app was created and an activation event held on Bondi Beach. This campaign led to a 36% increase in shelter dogs adopted - over 2,200 dogs every month.
PEDIGREE Adoption Drive: Doggelganger
Dave Munn and Hayley Pardoe, Warc Prize for Innovation, Longlisted, 2012
The Pedigree Adoption Drive has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to generate donations for dog shelters.
The Pedigree Adoption Drive has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to generate donations for dog shelters. In New Zealand, Pedigree recognised that some of the happiest dogs and owners share similar features, personality traits and body types. This led to a partnership with global technology giant, NEC to develop Doggelganger; human to canine pairing software, designed to connect homeless dogs to their human doubles. The execution resonated with over 3,700,000 users visiting the site in a six-week period compared with the previous year's campaign site that received 9,000 visits. Over 1.5 million Doggelgangers were shared on social media platforms building awareness to the point where the US, UK, Germany, Brazilian and South African markets have all requested Doggelganger for their 2012 Pedigree Adoption Drive.
Arm & Hammer Cat Litter: Secret - Double Trouble
ARF Ogilvy Awards, Gold, Household Products, 2011
Double Duty Cat Litter was the number three brand in its category. This campaign aimed to boost share by highlighting the brand's odour neutralising properties.
Double Duty Cat Litter was the number three brand in its category. This campaign aimed to boost share by highlighting the brand's odour neutralising properties. Consumer attitudes towards cat odour were measured through a range of research techniques, including a two-week in-home trial, focus groups and in-depth ethnography interviews. Insights derived from this research led to the development of a campaign strategy: to shift responsibility from the consumer to the litter in controlling faeces odour - not just urine odour. Media spend was divided between TV, mass reach print title and websites popular among female cat owners aged 25 to 49 - the target audience. Following the launch of the campaign, Arm & Hammer attained the number two position in the clumping segment of the litter category.
Pets at Home: Where pets come first
Design Business Association, Silver, Design Effectiveness Awards, 2011
Bridgepoint saw they needed to complete the Pets at Home package with a flagship store in the south of England.
Bridgepoint saw they needed to complete the Pets at Home package with a flagship store in the south of England. 20/20 were commissioned to develop concepts for the new store. Looking to reflect future growth potential within the UK pet market and beyond, 20/20 concentrated on developing specific departments identified as key growth areas, including a reptile enclosure and aquatic centre. They also created a new woodlands zone to enhance the live pet experience by presenting animals in more natural habitats. The sale of reptiles increased by 569%, small pets by 245% and aquatics by 38%.
My Ideal Dog
Case Studies on Warc, MPG, 2010
Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.
Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought. Working with Havas Media, the brand owner developed a unified approach to 13 markets in Latin America: Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Guatemala, Mexico, Panama, Peru, Puerto Rico and Venezuela. The core idea of the campaign was to encourage consumers to adopt dogs and a combination of television and social media channels was employed to reach out and communicate to consumers. A key element was the creation of branded content in the form of a 30-minute reality TV show, My Ideal Dog, produced with Discovery Networks, the broadcaster.The show followed individual stories of dog adoption. Viewers were also encouraged to follow each dog's story and to share their reactions on social media sites. The campaign helped generate an 8 per cent rise in sales, and increased levels of penetration and awareness.This case study also outlines increases in search activity and reach generated during the campaign.
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