Summary: To secure the full lifetime value of a dog, we created a world first, a pet lifecycle strategy that started from the moment someone walked into a pet store or breeder to buy a puppy.
Problem: Dog owners are incredibly aware that puppies need a healthy diet, but as dogs age this trend starts to decrease. Pedigree needed to ensure their premium pet food would continue to be the food of choice from the transition from pup to adult.
Strategy: Give the loving dog owner the tools they need to ensure a healthy pet. Information on health, training, hygiene, play and dog care. Tailored communications were created that triggered automatically at the right point in time, regardless of the breed of their dog.
Creative Idea: The only way to give your pet the best start in life.
Results: 409,597 puppy owners requested the program with 82% agreeing that ‘Pedigree are the experts in dog food but also pet care’. Purchased increased to 61% (v 43% in control) with a 24% uplift in sales, equating to $36m in extra business as the puppies became adult.
The Pedigree Puppy Program started when the owner bought the puppy from the breeder, with Pedigree collecting their personal details and dog's breed, DOB and size. From then onwards, triggered communications were sent at the key points in that dog's life. To make things easy for the owner, the first mailing had a handy storage box and advice cards.
