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SelfieSTIX
案例简介：描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: SelfieStix经营的任何市场都没有相关的健康限制。 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 超过 3 岁的 5 只狗中有 4 只患有牙龈疾病，这是由牙菌斑和牙垢堆积引起的。 系谱®DENTASTIX™通过TRIP ACTION的日常口腔护理咀嚼被科学证明可以减少高达 80% 的牙垢积累，清洁难以到达的牙齿并支持牙龈健康。 背景 Treats & care market是由Pedigree DentaSTIX产品发明的。随着该类别变得更加饱和，新进入者到达现场发展该类别，品牌忠诚度开始下降。所以，我们需要重塑我们的主张。 狗治疗产品通常被认为是功能性的，而不是对你的狗来说是积极的产品。考虑到这一点，我们需要找到一种公关友好的方式来重新推出谱系的DentaSTIX并改变对产品和类别的看法。 简报是为了创造增值; 在狗和它们的主人之间创造有意义的时刻; 推动DentaSTIX产品的重复购买。 描述创意 通过成千上万的狗和主人的照片，我们认识到他们都有一个共同点: 狗从不看相机。 为了证明纯种DentaSTIX的不可抗拒性，并反过来解决狗主人的问题，我们创建了SelfieSTIX-一种专门设计的手机配件，将DentaSTIX连接到您的手机上，所以你可以捕捉到完美的狗自拍。 为了配合剪辑，我们创建了一个拍摄狗自拍的应用程序，并为它们添加了有趣的过滤器。人类的面部识别很简单。但是随着狗脸的极度变化，这项技术更加复杂。这是它第一次在狗身上成功使用。 该活动以 “清洁工让你更亲近” 的标语结束，传达了纯种DentaStix的能力，以促进狗和主人之间的亲密时刻。 描述策略 谱系DentaSTIX位于快速增长的护理和治疗类别中较小的 “功能性” 治疗部分，但谱系希望重新启动DentaSTIX，以便它也可以过渡到 “积极的” 治疗。 通过创建一个在社交媒体上有很强影响力的直接活动，我们能够给DentaSTIX社交货币作为一种享受。我们的观众都是养狗人，有一个稍微年轻一点的偏斜，目标是那些已经有分享狗照片习惯的人。 传统媒体要求人们点击购买DentaSTIX并在线或在商店获得免费的SelfieSTIX。SelfieSTIX剪辑和应用程序推动了DentaSTIX的重复购买，并鼓励人们在社交媒体上与 # PedigreeSelfieSTIX分享他们完美的狗自拍。 描述执行 为了证明纯种DentaSTIX的不可抗拒性，我们创造了SelfieSTIX。一个特别设计的手机配件，将DentaSTIX连接到您的手机上，这样您就可以捕捉到完美的狗自拍。 SelfieSTIX旨在保持DentaSTIX的独特形状，并夹在任何手机上。如果狗抢走了零食，夹子会留在手机上，这样就不会有窒息的危险。 SelfieSTIX得到了SelfieSTIX应用程序的支持，该应用程序允许人们在分享之前为他们的狗的自拍添加有趣的过滤器，以及一个综合的活动，指导人们通过Shopify或在商店购买任何DentaSTIX购买的免费剪辑。 列出结果 SelfieSTIX在全球销售增长强劲。以下是个别市场的一些结果: -新西兰 + 24% 销售额增长，击败品类增长率 61%。 -泰国 + 58% 销售额增长，击败品类增长率 35%。 -西班牙 + 29% 销售额增长，击败品类增长率 35%。 -葡萄牙 + 20% 销售额增长，击败品类增长率 31%。 SelfieSTIX将继续在 32 个市场推出，迄今为止: -每个人平均应用 25 个过滤器 -66% 的人与应用程序在社交平台上分享图像 -他们平均每人分享 4.3x -目前超过 1M过滤器在 40 多个国家应用
SelfieSTIX
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: There were no relevant health restrictions in any of the markets where SelfieStix ran. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? 4 out of 5 dogs,who are over the age of 3,have gum disease,caused by the buildup of plaque and tartar. PEDIGREE® DENTASTIX™ Daily Oral Care chews with TRIP ACTION are scientifically proven to reduce the build-up of tartar by up to 80%,cleaning hard to reach teeth and support gum health. Background The treats & care market was invented by the Pedigree DentaSTIX product. As the category became more saturated and new entrants arrived on the scene to grow the category, brand loyalty started to decline. So, we needed to reinvent our proposition. Dog treating products are often considered functional, rather than a positive product for your dog. That in mind, we needed to find a PR-friendly way to relaunch Pedigree’s DentaSTIX and shift perception of both the product and the category. The brief was to create a value-add; to create meaningful moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product. Describe the creative idea Reeling through thousands of dog & owner photos, we recognised they all had one thing in common: the dog never looks at the camera. To demonstrate the irresistibility of Pedigree DentaSTIX and, in turn, solve the dog owner’s problem, we created SelfieSTIX - a specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. To accompany the clip, we created an app that took dog selfies and added fun filters to them. Facial recognition in humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the first time it has been used on dogs successfully. The campaign was wrapped up with the tagline ‘Cleaner gets you closer,’ communicating the ability of Pedigree DentaStix to facilitate moments of closeness between dog and owner. Describe the strategy Pedigree DentaSTIX sat within the smaller ‘functional’ treating segment within a fast-growing care and treats category, but Pedigree wanted to relaunch DentaSTIX so it would cross over into ‘positive’ treating as well. By creating a direct campaign that had a strong presence in social media, we were able to give DentaSTIX social currency as a treat. Our audience were all dog owners, with a slightly younger skew, targeting those who were already in the habit of sharing pictures of their dogs. Traditional media asked people to click through to purchase DentaSTIX and get their free SelfieSTIX online, or in store. The SelfieSTIX clip and app drove repeat purchase of DentaSTIX and encouraged people to share their perfect dog selfies in social media with #PedigreeSelfieSTIX. Describe the execution To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. SelfieSTIX is designed to hold the unique shape of a DentaSTIX and clip onto any phone. If the dog snatches the treat, the clip stays attached to the phone so it doesn’t become a choking hazard. SelfieSTIX was supported by the SelfieSTIX app, which allowed people to add fun filters to their dog’s selfies before sharing them, and an integrated campaign which directed people to get their free clip with any DentaSTIX purchase through Shopify or in store. List the results SelfieSTIX had strong sale increases globally. Below are a few results from individual markets: - New Zealand +24% sales increase, beating category growth rates by 61%. - Thailand +58% sales increase, beating category growth rates by 35%. - Spain +29% sales increase, beating category growth rates by 35%. - Portugal +20% sales increase, beating category growth rates by 31%. SelfieSTIX is continuing to be rolled out in 32 markets, and so far: - Each person on average applies 25 filters - 66% of people with the app share images on social platforms - On average they share 4.3x each - Currently over 1M filters applied in over 40 countries
SelfieSTIX
案例简介：描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: SelfieStix经营的任何市场都没有相关的健康限制。 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 超过 3 岁的 5 只狗中有 4 只患有牙龈疾病，这是由牙菌斑和牙垢堆积引起的。 系谱®DENTASTIX™通过TRIP ACTION的日常口腔护理咀嚼被科学证明可以减少高达 80% 的牙垢积累，清洁难以到达的牙齿并支持牙龈健康。 背景 Treats & care market是由Pedigree DentaSTIX产品发明的。随着该类别变得更加饱和，新进入者到达现场发展该类别，品牌忠诚度开始下降。所以，我们需要重塑我们的主张。 狗治疗产品通常被认为是功能性的，而不是对你的狗来说是积极的产品。考虑到这一点，我们需要找到一种公关友好的方式来重新推出谱系的DentaSTIX并改变对产品和类别的看法。 简报是为了创造增值; 在狗和它们的主人之间创造有意义的时刻; 推动DentaSTIX产品的重复购买。 描述创意 通过成千上万的狗和主人的照片，我们认识到他们都有一个共同点: 狗从不看相机。 为了证明纯种DentaSTIX的不可抗拒性，并反过来解决狗主人的问题，我们创建了SelfieSTIX-一种专门设计的手机配件，将DentaSTIX连接到您的手机上，所以你可以捕捉到完美的狗自拍。 为了配合剪辑，我们创建了一个拍摄狗自拍的应用程序，并为它们添加了有趣的过滤器。人类的面部识别很简单。但是随着狗脸的极度变化，这项技术更加复杂。这是它第一次在狗身上成功使用。 该活动以 “清洁工让你更亲近” 的标语结束，传达了纯种DentaStix的能力，以促进狗和主人之间的亲密时刻。 描述策略 谱系DentaSTIX位于快速增长的护理和治疗类别中较小的 “功能性” 治疗部分，但谱系希望重新启动DentaSTIX，以便它也可以过渡到 “积极的” 治疗。 通过创建一个在社交媒体上有很强影响力的直接活动，我们能够给DentaSTIX社交货币作为一种享受。我们的观众都是养狗人，有一个稍微年轻一点的偏斜，目标是那些已经有分享狗照片习惯的人。 传统媒体要求人们点击购买DentaSTIX并在线或在商店获得免费的SelfieSTIX。SelfieSTIX剪辑和应用程序推动了DentaSTIX的重复购买，并鼓励人们在社交媒体上与 # PedigreeSelfieSTIX分享他们完美的狗自拍。 描述执行 为了证明纯种DentaSTIX的不可抗拒性，我们创造了SelfieSTIX。一个特别设计的手机配件，将DentaSTIX连接到您的手机上，这样您就可以捕捉到完美的狗自拍。 SelfieSTIX旨在保持DentaSTIX的独特形状，并夹在任何手机上。如果狗抢走了零食，夹子会留在手机上，这样就不会有窒息的危险。 SelfieSTIX得到了SelfieSTIX应用程序的支持，该应用程序允许人们在分享之前为他们的狗的自拍添加有趣的过滤器，以及一个综合的活动，指导人们通过Shopify或在商店购买任何DentaSTIX购买的免费剪辑。 列出结果 SelfieSTIX在全球销售增长强劲。以下是个别市场的一些结果: -新西兰 + 24% 销售额增长，击败品类增长率 61%。 -泰国 + 58% 销售额增长，击败品类增长率 35%。 -西班牙 + 29% 销售额增长，击败品类增长率 35%。 -葡萄牙 + 20% 销售额增长，击败品类增长率 31%。 SelfieSTIX将继续在 32 个市场推出，迄今为止: -每个人平均应用 25 个过滤器 -66% 的人与应用程序在社交平台上分享图像 -他们平均每人分享 4.3x -目前超过 1M过滤器在 40 多个国家应用
SelfieSTIX
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: There were no relevant health restrictions in any of the markets where SelfieStix ran. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? 4 out of 5 dogs,who are over the age of 3,have gum disease,caused by the buildup of plaque and tartar. PEDIGREE® DENTASTIX™ Daily Oral Care chews with TRIP ACTION are scientifically proven to reduce the build-up of tartar by up to 80%,cleaning hard to reach teeth and support gum health. Background The treats & care market was invented by the Pedigree DentaSTIX product. As the category became more saturated and new entrants arrived on the scene to grow the category, brand loyalty started to decline. So, we needed to reinvent our proposition. Dog treating products are often considered functional, rather than a positive product for your dog. That in mind, we needed to find a PR-friendly way to relaunch Pedigree’s DentaSTIX and shift perception of both the product and the category. The brief was to create a value-add; to create meaningful moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product. Describe the creative idea Reeling through thousands of dog & owner photos, we recognised they all had one thing in common: the dog never looks at the camera. To demonstrate the irresistibility of Pedigree DentaSTIX and, in turn, solve the dog owner’s problem, we created SelfieSTIX - a specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. To accompany the clip, we created an app that took dog selfies and added fun filters to them. Facial recognition in humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the first time it has been used on dogs successfully. The campaign was wrapped up with the tagline ‘Cleaner gets you closer,’ communicating the ability of Pedigree DentaStix to facilitate moments of closeness between dog and owner. Describe the strategy Pedigree DentaSTIX sat within the smaller ‘functional’ treating segment within a fast-growing care and treats category, but Pedigree wanted to relaunch DentaSTIX so it would cross over into ‘positive’ treating as well. By creating a direct campaign that had a strong presence in social media, we were able to give DentaSTIX social currency as a treat. Our audience were all dog owners, with a slightly younger skew, targeting those who were already in the habit of sharing pictures of their dogs. Traditional media asked people to click through to purchase DentaSTIX and get their free SelfieSTIX online, or in store. The SelfieSTIX clip and app drove repeat purchase of DentaSTIX and encouraged people to share their perfect dog selfies in social media with #PedigreeSelfieSTIX. Describe the execution To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. SelfieSTIX is designed to hold the unique shape of a DentaSTIX and clip onto any phone. If the dog snatches the treat, the clip stays attached to the phone so it doesn’t become a choking hazard. SelfieSTIX was supported by the SelfieSTIX app, which allowed people to add fun filters to their dog’s selfies before sharing them, and an integrated campaign which directed people to get their free clip with any DentaSTIX purchase through Shopify or in store. List the results SelfieSTIX had strong sale increases globally. Below are a few results from individual markets: - New Zealand +24% sales increase, beating category growth rates by 61%. - Thailand +58% sales increase, beating category growth rates by 35%. - Spain +29% sales increase, beating category growth rates by 35%. - Portugal +20% sales increase, beating category growth rates by 31%. SelfieSTIX is continuing to be rolled out in 32 markets, and so far: - Each person on average applies 25 filters - 66% of people with the app share images on social platforms - On average they share 4.3x each - Currently over 1M filters applied in over 40 countries
SelfieSTIX
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SelfieSTIX
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