Almost 40% of the dogs in the world are estimated to be homeless. This is a cause PEDIGREE® has been working to address for years. But we knew there was no way to really move the needle by activating purpose "on the side" of our scale campaigns. So, we doubled down and set out to prove how activating our brand purpose at scale across eight countries would not only help dogs, it would also drive our business. Not only did we see positive impact on the brand and the cause, we saw an up to 45% uplift in sales. What's...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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Bray Leino
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