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血统: 我理想的狗
案例简介：结果和有效性: 2010 对 2009: 销售: 8%。 谱系渗透: + 4.4%。 + 9.8% 品牌忠诚度。 + 3% ppts 品牌知名度。 收养狗: 巴西 + 38%。 + 114% 墨西哥 (申请 + 163%)。 + 60% 波多黎各。 + 55% 哥伦比亚。 拉丁美洲人比演出前有 15% 的可能性收养孩子! 77% 观看节目的人可能会收养; 92% 推荐收养。 媒体/内容: · 73% 泛区覆盖范围 (目标: 63%)。 比常规活动节省 25%。 + 32% 动物星球的平均每日评级。 700万中的个印象。 + 85 免费文章达到 900万消费者。 搜索: + 29% 系谱/+ 51% 狗收养。 非常适合: 88% 相信谱系和 “我理想的狗” 很适合在一起。 创意执行: 《我的理想之狗》与动物星球匹配的家庭与他们完美的宠物，并记录了它从一个经过认证的系谱收容所到来。该节目由一名狗专家和心理学家主持，他建立了可信度，并产生了对在纯种赞助的收容所中可供收养的数百万只流浪狗的意识。 该节目围绕着收养过程，专家为每个家庭的生活方式推荐了理想的狗，强化了核心品牌信息，并教育宠物主人拥有一只狗的责任, 同时为家庭提供工具来整合新的家庭成员。在节目中，介绍了如何对待新狗的技巧，观众则通过交流来娱乐。 一个社交媒体平台连接并促进了与拉丁美洲各地宠物爱好者的对话。每个国家的收养信息、营养专家提示、培训和发展、现场专家对话和留言板。通过 POS 和 PR 、泛地区和本地扩展通信。 见解、战略和想法: Pedigree 是 LatAm 的宠物食品领导者，品牌目标是在 H1 7.5% 将销售额提高 1%，区域 SOM 提高 2010。 谱系面临两个主要挑战。该地区宠物对膳食剩菜的消费很高 (60-70%)，表明明显缺乏宠物护理教育。在整个拉丁美洲，每天有数百万只狗被遗弃，数百万人营养不良。 然而，拉丁美洲人喜欢狗，宠物主人痴迷于做 “好父母”，信任教他们的品牌。Pedigree 必须作为领导者 “谈论”，所以我们的挑战是教育人们提高对收养狗的认识和理解 (5%)。 我们利用 Pedigree 推出的收养计划，在一个教育宠物护理平台下统一 LatAm。我们创作了一部原创的 30 分钟电视真人秀，展示了整个养狗过程中的家庭，以突出纯种的品牌价值和教育举措。
血统: 我理想的狗
案例简介：Results and Effectiveness: 2010 vs. 2009: • Sales: +8%. • Pedigree Penetration: +4.4%. • +9.8% Brand Loyalty. • +3%ppts Brand Awareness. Dog-Adoption: • +38% Brazil. • +114% Mexico (applications +163%). • +60% Puerto Rico. • +55% Colombia. • Latin-Americans are 15% more likely to adopt than before the show! • 77% who watched the show are likely to adopt; 92% recommend adopting. Media/Content: • 73% Pan-Regional reach (objective: 63%). • +25% savings over regular campaign. • +32% Animal Planet’s average daily rating. • 7 million impressions in www.miperroideal.com. • +85 free articles reaching 9 million consumers. • Search: +29% Pedigree/ +51% dog adoption. Great Fit: • 88% believe Pedigree and “My Ideal Dog” fit well together. Creative Execution: “My Ideal Dog” with Animal Planet matched families with their perfect pet and documented its arrival from a certified Pedigree Shelter. The show was hosted by a dog expert and psychologist who built credibility and generated consciousness about the millions of stray dogs available for adoption in Pedigree-sponsored shelters. The show revolved around the adoption process with expert recommendations on the ideal dog for each family’s lifestyle, reinforcing core brand messages and educating pet owners on the responsibility of owning a dog, while providing families with tools to incorporate the new family member. During the show, tips on how to treat new dogs were presented while viewers were entertained by exchanges. A social media platform connected and facilitated dialogue with pet lovers across LatAm. Adoption information for each country, expert tips on nutrition, training and development, live expert conversations and message boards were available. Communication extended through POS and PR, pan-regionally and locally. Insights, Strategy and the Idea: Pedigree is the pet food leader in LatAm with brand goals of increasing sales by 7.5% and regional SOM by 1% in H1 2010. Pedigree was facing two main challenges. Pet consumption of meal leftovers was high (60-70%) in the region showing an evident lack of pet care education. Throughout LatAm, millions of dogs are abandoned each day, with millions more suffering from malnutrition. However, Latin Americans love dogs and pet owners are obsessed about being “good parents” and trust brands that teach them. Pedigree had to “talk the talk” as the leader, so our challenge was to educate people to increase awareness and uptake of dog adoption (by 5%). We leveraged Pedigree´s rollout of their Adoption Drive to unify LatAm under an educational pet care platform. We created an original 30 minute reality TV series showing families throughout the dog adoption process to highlight Pedigree´s brand values and educational initiatives.
Pedigree: My Ideal Dog
案例简介：结果和有效性: 2010 对 2009: 销售: 8%。 谱系渗透: + 4.4%。 + 9.8% 品牌忠诚度。 + 3% ppts 品牌知名度。 收养狗: 巴西 + 38%。 + 114% 墨西哥 (申请 + 163%)。 + 60% 波多黎各。 + 55% 哥伦比亚。 拉丁美洲人比演出前有 15% 的可能性收养孩子! 77% 观看节目的人可能会收养; 92% 推荐收养。 媒体/内容: · 73% 泛区覆盖范围 (目标: 63%)。 比常规活动节省 25%。 + 32% 动物星球的平均每日评级。 700万中的个印象。 + 85 免费文章达到 900万消费者。 搜索: + 29% 系谱/+ 51% 狗收养。 非常适合: 88% 相信谱系和 “我理想的狗” 很适合在一起。 创意执行: 《我的理想之狗》与动物星球匹配的家庭与他们完美的宠物，并记录了它从一个经过认证的系谱收容所到来。该节目由一名狗专家和心理学家主持，他建立了可信度，并产生了对在纯种赞助的收容所中可供收养的数百万只流浪狗的意识。 该节目围绕着收养过程，专家为每个家庭的生活方式推荐了理想的狗，强化了核心品牌信息，并教育宠物主人拥有一只狗的责任, 同时为家庭提供工具来整合新的家庭成员。在节目中，介绍了如何对待新狗的技巧，观众则通过交流来娱乐。 一个社交媒体平台连接并促进了与拉丁美洲各地宠物爱好者的对话。每个国家的收养信息、营养专家提示、培训和发展、现场专家对话和留言板。通过 POS 和 PR 、泛地区和本地扩展通信。 见解、战略和想法: Pedigree 是 LatAm 的宠物食品领导者，品牌目标是在 H1 7.5% 将销售额提高 1%，区域 SOM 提高 2010。 谱系面临两个主要挑战。该地区宠物对膳食剩菜的消费很高 (60-70%)，表明明显缺乏宠物护理教育。在整个拉丁美洲，每天有数百万只狗被遗弃，数百万人营养不良。 然而，拉丁美洲人喜欢狗，宠物主人痴迷于做 “好父母”，信任教他们的品牌。Pedigree 必须作为领导者 “谈论”，所以我们的挑战是教育人们提高对收养狗的认识和理解 (5%)。 我们利用 Pedigree 推出的收养计划，在一个教育宠物护理平台下统一 LatAm。我们创作了一部原创的 30 分钟电视真人秀，展示了整个养狗过程中的家庭，以突出纯种的品牌价值和教育举措。
Pedigree: My Ideal Dog
案例简介：Results and Effectiveness: 2010 vs. 2009: • Sales: +8%. • Pedigree Penetration: +4.4%. • +9.8% Brand Loyalty. • +3%ppts Brand Awareness. Dog-Adoption: • +38% Brazil. • +114% Mexico (applications +163%). • +60% Puerto Rico. • +55% Colombia. • Latin-Americans are 15% more likely to adopt than before the show! • 77% who watched the show are likely to adopt; 92% recommend adopting. Media/Content: • 73% Pan-Regional reach (objective: 63%). • +25% savings over regular campaign. • +32% Animal Planet’s average daily rating. • 7 million impressions in www.miperroideal.com. • +85 free articles reaching 9 million consumers. • Search: +29% Pedigree/ +51% dog adoption. Great Fit: • 88% believe Pedigree and “My Ideal Dog” fit well together. Creative Execution: “My Ideal Dog” with Animal Planet matched families with their perfect pet and documented its arrival from a certified Pedigree Shelter. The show was hosted by a dog expert and psychologist who built credibility and generated consciousness about the millions of stray dogs available for adoption in Pedigree-sponsored shelters. The show revolved around the adoption process with expert recommendations on the ideal dog for each family’s lifestyle, reinforcing core brand messages and educating pet owners on the responsibility of owning a dog, while providing families with tools to incorporate the new family member. During the show, tips on how to treat new dogs were presented while viewers were entertained by exchanges. A social media platform connected and facilitated dialogue with pet lovers across LatAm. Adoption information for each country, expert tips on nutrition, training and development, live expert conversations and message boards were available. Communication extended through POS and PR, pan-regionally and locally. Insights, Strategy and the Idea: Pedigree is the pet food leader in LatAm with brand goals of increasing sales by 7.5% and regional SOM by 1% in H1 2010. Pedigree was facing two main challenges. Pet consumption of meal leftovers was high (60-70%) in the region showing an evident lack of pet care education. Throughout LatAm, millions of dogs are abandoned each day, with millions more suffering from malnutrition. However, Latin Americans love dogs and pet owners are obsessed about being “good parents” and trust brands that teach them. Pedigree had to “talk the talk” as the leader, so our challenge was to educate people to increase awareness and uptake of dog adoption (by 5%). We leveraged Pedigree´s rollout of their Adoption Drive to unify LatAm under an educational pet care platform. We created an original 30 minute reality TV series showing families throughout the dog adoption process to highlight Pedigree´s brand values and educational initiatives.
血统: 我理想的狗
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Pedigree: My Ideal Dog
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