Pedigree: Adoption drive

Pedigree Dog Food had a long-term partnership with dog shelters in New Zealand, which were full to record levels.

Pedigree: Adoption drive

Category: Charity/Not for ProfitAgency: Colenso BBDOClient: Mars

Summary

The Pedigree dog adoption drive is a partnership between Pedigree and dog shelters in New Zealand, with the aim of increasing the number of dog adoptions. To drive adoptions in 2011, a world first digital engagement platform was developed that directly resulted in dog adoptions increasing by 112%, and was a key contributor towards donations increasing by 210%.

This case study shows how doing something engaging and interesting for the target market can have an impact that far outweighs the money spent on it....

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