Pedigree: Doggy Dental Awareness - have you kissed your dog today?
YouLi Hooi
Campaign details
Brand owner: MARS Food MalaysiaLead agency: Starcom MediaVest GroupContributing agency: Factori CommunicationsBrand: PedigreeCountry: MalaysiaIndustry Pets and petcareChannels used: Games and competitions, Internet - display, Online video, Product sampling, Radio, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how Pedigree used radio spots and social-media quizzes to engage and educate Malaysians about canine dental hygiene, promoting their DentaStix in the process.
In Malaysia, where half of the...