Title | SHARE FOR DOGS |
Brand | MARS |
Product / Service | PEDIGREE |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Production Company | FINCH Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Creative Director |
Matt Lawson | Colenso BBDO | Senior Writer |
Ben Polkinghorne | Colenso BBDO | Copywriter |
Scott Kelly | Colenso BBDO | Art Director |
Helen Fitzsimons | Colenso BBDO | Business Director |
Tamsin Mcdonnell | Colenso BBDO | Senior Planner |
Neville Doyle | Colenso BBDO | Senior Social Media Strategist |
Paul Courtney/Natasha Gill | Colenso BBDO | Producer |
Oliver Downs | MARS | Marketing Director |
Debbie Laing | MARS | Marketing Manager |
Rob Galluzzo | Finch | Executive Producer |
Karen Bryson | Finch | Producer |
Nick Ball | Finch | Director |
Shane Taipari | Franklin Road | Sound Design |
Crighton Bone | . | Director Of Photography |
Seth Lockwood | Method Studios | Editor |
Andrew Tims/Mat Ellin | Beryl | Online Editing |
Pete Ritchie | Blockhead | Grade |
Jonathan Dreyfus | . | Composer |
‘Slacktivism’ is posing a real problem for charities. Many people believe that simply by liking a post, they’re effecting change for good. With ‘Share for Dogs’, the latest campaign for the PEDIGREE® Adoption Drive, we turned this problem into our solution. We created a new mechanic we’re calling “Sharity” – by simply enjoying and sharing a video, you’re actually raising money for charity. We set out to reach as many dog-loving people around the world as possible with the simple message that by watching and sharing this cute puppy film, you’ll be helping dogs in need.
Thousands of dogs are abandoned in New Zealand every year, and millions more around the world. The PEDIGREE® Adoption Drive raises awareness of the plight of these dogs and donates money to many animal welfare organisations across New Zealand that give these dogs a second chance to find loving homes. ‘Share for Dogs’ uses cute puppies who want to be as cute as they can be to ensure as many people as possible watch and share the film, raising more money to help find, treat, feed and rehome their fellow dogs in need.
‘Share for Dogs’ leverages YouTube’s revenue model whereby YouTube shares 55% of advertising revenue with the owner of the video – in this case, the PEDIGREE® Adoption Drive. The more views we get, the more money we raise. To ensure viewership far and wide, we produced the cutest, most adorable puppy video ever. The film explains the mechanic behind Sharity - just by watching and sharing, you’re helping raise funds that will help to feed, treat and re-home dogs in need. The people get cute puppies; the puppies raise money for their fellow dogs. Everyone wins.
After two weeks: • 550,000 views across 197 countries • 60,000 social shares - 9.2% share rate (2.5% industry benchmark) • US Top 25 Most Shared Videos in Week One. • Featured on 70+ sites including Mashable, Upworthy, Huffington Post and Time Magazine. • Viral reach of 50+ million - significant global awareness for our cause. • 404% traffic increase to pedigreeadoptiondrive.co.nz (91% new visitors) and 383% increase to the donation page, versus month prior. • Established a self-sustaining model that’ll generate revenue over time. From YouTube revenue generated to date, this initiative will fund the re-homing of 3 dogs every week.