Product / ServicePEDIGREE
CategoryB05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness
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

Results and Effectiveness

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 (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.

Creative Execution

‘Share for Dogs’ leverages YouTube’s revenue model whereby, when a video is monetized, 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 in history. The film explains the mechanic behind Sharity: just by watching and sharing this video, you’ll raise funds for dogs in need. As a charity, we’ve done this with $0 seeding and paid media budget. With a targeted PR strategy, our story was told across major global blogs and news sites. We used Twitter to target dog-loving key influencers and journalists directly. Twitter enables meaningful one-to-one interaction - allowing us to share the campaign directly and facilitate further sharing with their far larger networks.

Insights, Strategy and the Idea

In recent times, ‘Slacktivism’ is posing a real problem for charities. Many believe that simply by sharing a link or liking a post, their digital actions will effect change for good. The reality is, these actions often have no real world impact. With the latest campaign for the PEDIGREE® Adoption Drive, we turned this problem into our solution. We created a new mechanic we’re calling “Sharity”: that is, by simply watching and sharing a video, you’re actually raising money for charity. With ‘Share for Dogs’, we set out to reach all dog-loving people around the world with the simple message that by watching and sharing this film, you’ll be helping dogs in need. This taps into peoples' desires to feel they’re supporting worthy causes whilst leveraging their propensity for watching cute puppy videos.