CategoryB09. Use of Mobile
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement WAVEMAKER Auckland, NEW ZEALAND
Production FINCH Auckland, NEW ZEALAND
Production 2 FRANKLIN RD Auckland, NEW ZEALAND
Additional Company COLLECTIVE FORCE Auckland, NEW ZEALAND

The Campaign

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. 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.

Creative 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 DentaSTIX purchase through Shopify or in store. SelfieSTIX was supported by an integrated campaign, including the app, film, social, POS & influencers.

SelfieSTIX not only encouraged people to share their perfect doggy pics, it also encouraged repeat purchase of Pedigree DentaSTIX. Across social platforms, the campaign had over 2.1 million interactions. The campaign achieved 3.5 million engagements, a 24% increase in sales and one quarter of the country’s dog owners redeemed SelfieSTIX. Acquisition cost was 12 times lower than industry standard.

Dog owners love to take selfies with their companions. But it’s often hard to get the dog to look at the phone. To encourage and nurture this behaviour, Pedigree developed the tools to enhance this moment between owner and dog. A two-phased channel strategy was put in place. First, traditional media directed people to redeem their free SelfieSTIX on pack, online and in-store. Once people had the SelfieSTIX product, a second channel strategy encouraged people to share their moments online using our custom-built canine facial recognition app, amplifying the message to more dog owners.

Insights, Strategy and the Idea

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 an integrated brand experience 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.


Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Chief Creative Officer
Dan Wright Colenso BBDO Executive Creative Director
Kim Ragan Colenso BBDO Creative Director
Maria Devereux Colenso BBDO Creative Director
Craig Thompson Colenso BBDO Creative
Ahmad Salim Colenso BBDO Group Business Director
Abbi Barker Colenso BBDO Business Director
Alice Sopwith Colenso BBDO Account Manager
Ruby Soole Colenso BBDO Account Manager
Natasha Gill Colenso BBDO Senior TV Producer
Scott Chapman Colenso BBDO Integrated Producer
Alex Gillespie Colenso BBDO Producer
Neville Doyle Colenso BBDO Digital Planning Director
Amy Pollok Colenso BBDO Planner
Andy Blood Facebook Creative Shop Creative Strategist
Oliver Downs MARS NZ Head of Marketing
Cormac van den Hoofdakker MARS NZ Marketing Manager - Pet
Giovana Peroni MARS NZ Brand Manager - Dog (Pet)
Akansh Hedge MARS NZ Trade Marketing Coordinator - Dog (Pet)
Tim Freeman Colenso BBDO Head of Digital
Will Thorrat Colenso BBDO Digital Producer
David Arcus Colenso BBDO Creative Technologist
Dean Pomfrett Colenso BBDO Design Director
Charles Howells The Collective Force Photographer
Karen Bryson FINCH Production Company Executive Producer
Jae Morrison FINCH Director
Shane Taipari Franklin Rd Sound Design
Ryan Dickinson Franklin Rd Sound Design
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