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....