Pedigree Adoption Drive 2011
For years, the Pedigree Adoption Drive focused attention on the plight of shelter dogs. But people still believed that shelter dogs were somehow broken or damaged.
To change this, we showed dog lovers that shelter dogs aren't just good dogs, they also make great family pets. That’s why, for the 2011 Pedigree Adoption Drive, we chose to tell the stories of Bootsie and Phoenix, two real shelter dogs who have had a little bad luck.
In the absence of a large media buy, we needed dog-lovers to help us spread the message. These stories had to be compelling enough to share online, so we created short videos told from the dog’s point of view. We posted them on YouTube, Facebook and the Pedigree website, with an initial push through targeted Youtube and Facebook media.
During the 3 months of the campaign, Pedigree’s Shelter Dog Stories received more than 1.4 million views across the web.
For years, the Pedigree Adoption Drive focused attention on the plight of shelter dogs. But people still believed that shelter dogs were somehow broken or damaged.
To change this, we showed dog lovers that shelter dogs aren't just good dogs, they also make great family pets. That’s why, for the 2011 Pedigree Adoption Drive, we chose to tell the stories of Bootsie and Phoenix, two real shelter dogs who have had a little bad luck.
In the absence of a large media buy, we needed dog-lovers to help us spread the message. These stories had to be compelling enough to share online, so we created short videos told from the dog’s point of view. We posted them on YouTube, Facebook and the Pedigree website, with an initial push through targeted Youtube and Facebook media.
During the 3 months of the campaign, Pedigree’s Shelter Dog Stories received more than 1.4 million views across the web.
The video story of phoenix lived online. It was spread through seeding and sharing.
The video of Bootsie became a lead story on the website. And in case you're wondering, both Bootsie and Phoenix were adopted during the course of the campaign.
SCREEN CAPTURES
Landing page on the Pedigree Adoption website.
Rich media takeover ad on YouTube. This ad helped generate hundreds of thousands of views of the video.
Custom YouTube page for the Pedigree Adoption Drive campaign.
CREDITS
John Gagne, Executive Creative Director
Dave Stevenson, Creative Director & Copywriter
Jeff Middleton, Copywriter
Nick Bujnak, Art Director
