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Pedigree Facebook Ad Case Study

Pedigree Facebook Ad Case Study

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Published by: Social Fresh Conference on Jun 18, 2012
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01/08/2013

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Advertising Case Study
 Anne Herrington, Vice President of Marketing, Mars Petcare
Pedigree
Company Background
PEDIGREE® Brand, manuactured by Mars Petcare, is aleading global dog ood brand. The brand is committed todog welare, holding its annual PEDIGREE® Adoption Driveto help the 4 million dogs that end up in shelters and breedrescue organizations each year. The drive supports ThePEDIGREE Foundation, a philanthropic organization createdto increase awareness o, and unds or, dogs in need. Though2010 was the sixth year o the drive, it was the frst year thatthe brand used Facebook as an active part o an integratedmarketing campaign. “We’d created a an Page a couple oyears ago as a place or consumers to talk about and shareour passion or helping shelter dogs,” says Anne Herrington,vice president o marketing or Mars Petcare, parent companyo the PEDIGREE® Brand, “but we’d never explored itsmarketing potential beore this year.” A Page on Facebook isa ree public profle that enables companies to share theirbusiness and products with customers on an ongoing basis.
Objective
The initiative, which began in mid-February 2010 and isongoing throughout the year sought to raise awarenessand donations or the 4 million dogs that end up in sheltersand breed rescues each year. It also created an online hubor people who share the PEDIGREE® Brand’s love o dogs.
Approach
While Facebook was a primary element o the campaign,PEDIGREE® Food or Dogs launched an integrated eort,including a ull public relations blitz. The Facebook part othe campaign ocused on asking dog lovers to “become aan” o the company’s Adoption Drive Page on Facebook.(Facebook users today connect to a Page by clicking onthe Like button). For each new user who connected to the
Facebook Executive Summary
Client:
 
Objective:
 Raise awareness oPEDIGREE’S Adoption Drive™ or dogs
Solution:
An integrated campaigneaturing Facebook Ads and publicrelations messaging with targetedcalls-to-action
Key Lessons:
By targeting a wide group of
Facebook users, PEDIGREE® Foodor Dogs was able to increase thepeople who connected to itsAdoption Drive Facebook Page20-old, and spread the messageabout its passion andcommitment to dogs
With Facebook, the brand created
an online hub or people whoshare the PEDIGREE® Brand’s loveo dogs
We saw very quickly that the Facebook initiative wascreating a momentum that was sincere and organic
Page, PEDIGREE® donated a bowl o oodto help eed shelter dogs nationwide. Therewas also an opportunity to click throughto Pedigree.com and make a monetarycontribution to The PEDIGREE Foundation.
 
Advertising Case Study
On Facebook, PEDIGREE® Food or Dogs ran areach block, which is an ad buy on the homepagethat allows advertisers to reach 100 percent otheir desired audience. The ad’s call-to-action– “Become a an, help a dog” – had a strongemotional tug. What’s more, the PEDIGREE® Brandbuilt an application that allowed Facebook usersto spread the word and announce to their riendsthat they helped shelter dogs by becoming a ano the PEDIGREEE® Adoption Drive. This combinedwith the reach block as well as the act that the“Become a an, help a dog” call-to-action served asthe centerpiece or an expansive public relationscampaign, contributed to the viral spread othe message on Facebook and beyond. “What’sencouraging or us is that it’s easy or people tobecome involved, and on the Facebook Page itsel isa link where you can go to make a donation to ouroundation, and we’ve gotten a lot o people to gothere,” says Anne.
Results
The people who connected to the PEDIGREE®
Adoption Drive Page as a result o the Facebookinitiative grew rom 55,000 (pre-launch) to morethan 1.1 million by mid-2010 – a 20-old increase
The people who connected to the Facebook
PEDIGREE® Adoption Drive Page have so ar ledto the donation o more than 1.1 million bowlso ood and counting to shelters across the U.S.
Click-through from the PEDIGREE® Adoption
Drive Page to the PEDIGREE Foundation, hasso ar contributed to $600,000 raised or animalshelters and breed rescue centers nationwide“This has blown away all our expectations, rom thenumber o ans to the depth o their commitment,”says Anne. Facebook has been a huge driver othe campaign’s success and, urthermore, thePEDIGREE® Facebook Page has become an onlinehub or people who share the company’s caninepassions. “We saw very quickly that the Facebookinitiative was creating a momentum that wassincere and organic,” says Anne. “Now we’ve createda true community o dog-lovers who are committedto the cause, and who tell their riends to becomea part o it. It’s one thing to get a million ans witha gimmick who then leave and don’t come back,but the vast majority o our ans are ully engaged,to the extent that they’re oering us ideas on howto move our marketing and campaigning orward.That’s what’s so cool – the Page has the potential tobecome a permanent communication channel or usto reach out and talk to people who love dogs.”

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