Title | DOGS FOR DOGS |
Brand | PEDIGREE |
Product/Service | CHARITY |
Category |
D01. Animal Health |
Entrant
|
CLM BBDO Paris, FRANCE
|
Idea Creation
|
CLM BBDO Paris, FRANCE
|
Media Placement
|
CLM BBDO Paris, FRANCE
|
PR
|
CLM BBDO Paris, FRANCE
|
Production
|
CLM BBDO Paris, FRANCE
|
Credits
MATTHIEU ELKAIM |
BBDO PARIS |
CHIEF CREATIVE OFFICER |
BENJAMIN DESSAGNE |
CLM BBDO |
CREATIVE DIRECTOR |
STÉPHANE SANTANA |
CLM BBDO |
CREATIVE DIRECTOR |
THÉOPHILE ROBAGLIA |
CLM BBDO |
CREATIVE TEAM |
JOSEPH ROZIER |
CLM BBDO |
CREATIVE TEAM |
MÉLANIE MARCHAND |
CLM BBDO |
GROUP ACCOUNT DIRECTOR |
MARION QUESADA |
CLM BBDO |
ACCOUNT DIRECTOR |
ANIA LAFARGEAS |
CLM BBDO |
PROJECT MANAGER |
GRÉGOIRE COLOUMBEL |
CLM BBDO |
AGENCY PRODUCER |
ÉLÉONORE BERTHIER MILOT |
BBDO PARIS |
SOCIAL MEDIA & INFLUENCE STRATEGIST |
JULES SEDNAOUI |
BBDO |
SOCIAL MEDIA MANAGER |
AURIANE DESPLANCHES |
CLM BBDO |
INFLUENCE MANAGER |
PIERRE DESHAYES |
CLM BBDO |
EDITOR |
JEAN MARC NEBOUT |
LA MAISON |
SOUND PRODUCTION |
SIMON BENITAH |
CLM BBDO |
POST PRODUCTION |
Describe the strategy
French people spend an average of 92 hours a year on Instagram. That’s nearly 15 minutes a day liking all sorts of influencers. Among them, dog profiles, which do nothing but share their everyday lives as dogs. And which have the attention of tens of thousands of people potentially sympathetic to the cause of adoption. But if so many people can love a dog, why couldn’t they love a dog of the same breed, but who’s been abandoned? This is how Dogs for Dogs was born. An operation designed purely for social media, inviting the dogs most followed on Instagram to lend their accounts, and consequently their fame, to dogs who need it much more. Dogs, whose profiles could be consulted on agirpourladoption.fr via a simple link in the Instagram influencer’s bio or story.
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
There were no specific nutrition regulations that needed to be followed for this operation as no food products were shown or used. We did, nevertheless, apply the Mars Corporate Guidelines, whereby Mars commits to increasing the knowledge and understanding of Responsible Pet Ownership for the welfare of millions of animals.
Describe the target audience and why your work is relevant to them.
Pharma audience types:
In France alone, nearly 100 000 pets are abandoned every year. Pedigree wanted to give shelter dogs the best possible chance of finally finding a family by exclusively addressing those who could potentially adopt them.
Describe the creative idea
On Instagram, dogs have become more than just pets. Some have become actual stars, with their own accounts and thousands of fans who follow them religiously. This is unfortunately not the case for shelter dogs…So we came up with an unprecedented operation: Dogs for Dogs. Where the Instagram dogs lend their accounts to dogs waiting to be adopted
Describe the execution
The operation took place in March 2018. Over the period of a day, the most influential French dogs on Instagram lent their accounts to dogs of the same breed awaiting adoption. Among them, @bibi_charly (35,5 k), @blogofbruce (29 k) or @lewisfunnydog_westie (38,5 k) from the MyPetAgency. Their followers then liked their profiles and their content like they did every day. Before finding out that, this time, they were shelter dogs. Dogs whose profiles they could consult via a simple link, generating dozens and dozens of adoption requests.
List the results
In the end, the operation was extended to shelters all over France. Traffic to agirpouladoption.fr increased by 62% and 70% of the dogs were adopted. All with no media spending. But above all, for the first time, dogs were supporting the cause of other dogs and doing so thanks to Instagram.