| Title | #TAKEMEMEHOME |
| Brand | PEDIGREE® / MARS LLC |
| Product/Service | PEDIGREE® THE ADOPTION DRIVE |
| Category |
E02. Social Purpose |
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Entrant
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BBDO Moscow, RUSSIA
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Idea Creation
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BBDO Moscow, RUSSIA
|
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Media Placement
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MEDIACOM Moscow, RUSSIA
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|
PR
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RODNYA CREATIVE PR STUDIO Moscow, RUSSIA
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Production
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BBDO Moscow, RUSSIA
|
Credits
| Olga Kostrova |
Mars Petcare Russia |
Marketing Director |
| Nailya Alieva |
Mars Petcare Russia |
Senior Brand Manager PEDIGREE® |
| Anastasiya Savkina |
Mars Petcare Russia |
Brand Manager PEDIGREE® |
| Natalia Mikhaylova |
Mars Petcare Russia |
Digital & Media Head |
| Anastasia Barabanova |
Mars Petcare Russia |
Digital Specialist |
| Natalia Tsyganova |
BBDO Russia Group |
Managing Director |
| Alexey Fedorov |
BBDO Russia Group |
Executive Creative Director |
| Natasha Teddy |
BBDO Russia Group |
Creative Group Head |
| Alexander Sinyuk |
BBDO Russia Group |
Copywriter |
| Denis Bykov |
BBDO Russia Group |
Copywriter |
| Sofya Tsytkina |
Creative Group Head |
BBDO Russia Group |
| Anton Beketov |
BBDO Russia Group |
Junior Copywriter |
| Andrey Krusanov |
BBDO Russia Group |
Digital Art Director |
| Yulia Belyakova |
BBDO Russia Group |
Web-designer |
| Valery Gorokhov |
BBDO Russia Group |
Senior Producer |
| Dmitry Balandin |
BBDO Russia Group |
Junior Producer |
| Yuriy Marin |
BBDO Russia Group |
Senior Digital Producer |
| Anna Khitko |
BBDO Russia Group |
Senior Strategic Planner |
| Vera Zgurskaya |
BBDO Russia Group |
Strategic Planner |
| Polina Ptachek |
BBDO Russia Group |
Digital Strategic Planning Director |
| Olga Zhosanu |
BBDO Russia Group |
Digital Strategic Planner |
| Evgeniya Lukonina |
BBDO Russia Group |
Digital Analyst |
| Oleg Shcherbakov |
BBDO Russia Group |
Junior Analyst |
| Anastasiya Dubrovskaya |
BBDO Russia Group |
Business Director |
| Katrin Auashria |
BBDO Russia Group |
Group Account Director |
| Asya Shapievskaya |
BBDO Russia Group |
Senior Account Manager |
| Julia Saponova |
BBDO Russia Group |
Photographer |
| Daniya Valitova |
MediaCom |
Special Projects Group Head |
| Nadezhda Zagrebina |
MediaCom |
Senior Media Planner |
| Serafima Gurova |
RODNYA Creative PR Studio |
CEO & Founder |
| Pavel Kuzin |
MediaCom |
Special Project Manager |
| Vera Sivacheva |
RODNYA Creative PR Studio |
Account Director |
| Julia Striganova |
RODNYA Creative PR Studio |
NewsLab Lead |
| Ekaterina Akulich |
RODNYA Creative PR Studio |
Account Manager |
| Uliana Salenko |
RODNYA Creative PR Studio |
Junior Account Manager |
| Nikita Belov |
RODNYA Creative PR Studio |
Media Geek |
Background
When someone wants to get a dog, breed often determines which type of dog to choose, because different breeds have well-known characteristics: Retrievers are famously family-friendly, Jack Russel Terriers are active, and Border Collies are easy to train.
But when it comes to shelter dogs this crucial connection is missing. People just think of some sad characterless dogs and struggle to differentiate between them. But “shelter dog” is not a breed or character. We wanted to show that all shelter dogs are different, they have unique personalities, and anyone can find their perfect dog in the shelter.
Describe the strategy
We decided to make shelter dogs more relatable and prove that anyone can find their doggy soulmate in a shelter. We achieved this by using “it’s me when…” memes. These memes are more than just for laughs, they make people recognize themselves, say something personal and fuel connection. It seems like there is relatable content for anyone. Just like our dogs!
We created unique memes for every dog based on their personalities, and then shared them in thematic communities in social networks, the most natural environment for this type of content.
For example, we picked active dogs, created memes about jogging and posted them in communities for running enthusiasts, in movie-watching communities people could find calm dogs etc.
When a person reacted to the meme, he immediately got a chance to meet their new best fur friend with whom they had so much in common.
Describe the execution
To produce memes we went to shelters to get to know the dogs better, shot more than 10 000 funny and cute photos & videos of the doggies and then turned them into relatable memes. Based on the dogs’ personalities we created unique content for each dog and seeded it in different thematic communities in social networks. We had memes for everyone: running addicts, workaholics, foodies, beauty enthusiasts, parents, movie lovers and many more.
As soon as a meme was posted in the community and someone shared it or commented, the same shelter dog replied to this user and suggested how they could make each other’s lives better. To make this work we created Social Networks profiles for every dog with all the necessary information: its’ bio, photos and shelter contacts.
We also created a website with all the memes and profiles together in one place.
List the results
326 memes were seeded across different communities in Social Networks. This content triggered more than 300,000 interactions with dogs. The engagement rate on Instagram alone was 38% higher when compared with average market benchmark.
Users commented on memes a lot: they related to situations, supported our doggies, shared the content and appreciated the non-standard positive approach to the topic of dog adoption. People loved and supported this brand initiative: 99% of all brand mentions during and after the activation were positive.
Celebrities, influencers and the mass media supported “Take MEME Home”. Overall, over the duration of the campaign we achieved 97 million impressions and reached 22% of our target audience.
The number of adoption requests doubled, other shelters loved the idea and even made copycat campaigns with their dogs. And the most important result is that our “memes” were taken home!