Advertising Case Study
Anne Herrington, Vice President of Marketing, Mars Petcare
PEDIGREE® Brand, manuactured by Mars Petcare, is aleading global dog ood brand. The brand is committed todog welare, 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 oyears 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 beore this year.” A Page on Facebook isa ree public profle that enables companies to share theirbusiness and products with customers on an ongoing basis.
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 hubor people who share the PEDIGREE® Brand’s love o dogs.
While Facebook was a primary element o the campaign,PEDIGREE® Food or Dogs launched an integrated eort,including a ull public relations blitz. The Facebook part othe campaign ocused on asking dog lovers to “become aan” 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
Raise awareness oPEDIGREE’S Adoption Drive™ or dogs
An integrated campaigneaturing Facebook Ads and publicrelations messaging with targetedcalls-to-action
• By targeting a wide group of
Facebook users, PEDIGREE® Foodor 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.