DOGS FOR DOGS

Short List
ClientPEDIGREE
Category B08. Use of Celebrity, Influencers & Key Opinion Leaders
TitleDOGS FOR DOGS
Product/ServiceCHARITY
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
Name Company Position
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

Why is this work relevant for PR?

Who better than a dog to support another dog? This is the insight that brought about Dogs for Dogs: the first canine movement of solidarity. An operation, where, for the first time, it’s dogs who campaign in favour of adoption. There was no media spending involved in the operation. The promotion of the campaign relied entirely on the collaboration of canine influencers and in particular the agency of pet influencers, MyPetAgency.

Background

For 10 years, Pedigree has been committed to helping pet shelters with their “Agir pour l’adoption” programme. In addition to their Feeding Project, the brand uses its position as an advertiser to support adoption. 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 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 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

1) There was no media spending for this operation, just the viral sphere of Instagram. To boost visibility, it was supported by PR campaign. 2)The selection of canine influencers enabled qualitative targeting – the audience of dog owners or people interested in dogs, were favourable to the cause. The operation generated a rate of engagement of 6,87% after the publication of a series of posts by influencers and an Instagram story over the period of just one day of activation. This sparked an instinctive sharing of love for these shelter dogs with thousands of likes and dozens and dozens of adoption requests. 3)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.