Title | EVERY DOG HAS ITS AD |
Brand | PUPPO |
Product / Service | PUPPO |
Category | B04. Personalised Campaigns |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | MEDIACOM New York, USA |
Media Placement 2 | MILKMONEY California, USA |
Production | BBDO NEW YORK, USA |
Additional Company | PUPPO Portland, USA |
Additional Company 2 | SOCIALFLY New York, USA |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Kim Ragan | Colenso BBDO | Creative Director |
Mike Davison | Colenso BBDO | Creative Director |
Lauren Southon | Colenso BBDO | Copywriter |
Gina Morgan | Colenso BBDO | Art Director |
Eliza Romanos | Colenso BBDO | Copywriter |
Josh Hart-Vrijkotte | Colenso BBDO | Designer |
Hamish Steptoe | Colenso BBDO | Designer |
Reks Kok | Colenso BBDO | Retoucher |
Ahmad Salim | Colenso BBDO | Group Business Director |
Nico Ainsworth | Colenso BBDO | Senior Business Director |
Arameh Bozorgi | Colenso BBDO | Account Manager |
James Baker | Colenso BBDO | Account Executive |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Joe Carter | Colenso BBDO | Communications Director |
Hamish Mortland | Colenso BBDO | Senior Content Producer |
Leonid Sudakov | Puppo | Kinship President |
Winson Wong | Puppo | Head of Kinship |
Adelyn Zhou | Puppo | Head of Marketing Puppo |
Steve Simitzis | Puppo | Head of Product |
Matt Barnes | Colenso BBDO | Head of Digital |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Kate Clark | Colenso BBDO | Digital Producer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Casey Chan | Colenso BBDO | Digital Banner Designer |
David Arcus | Colenso BBDO | Creative Technologist |
Chris Riding | Colenso BBDO | Digital Developer |
Dog food products are generally categorised by size, either made for small, medium or large breeds, but this isn’t necessarily what’s best for them and may not be answering any health concerns. Puppo, a New York-based pet nutrition company, caters to every dogs’ uniqueness by personalising nutrition plans for each dog’s individual dietary requirements. We were tasked with introducing Puppo to NYC, to break through the FMCG mass-market, and to differentiate the start-up from other pet food companies. We aimed to increase the share of voice in an incredibly competitive market by demonstrating that each dog requires a unique dietary plan, and in turn, direct owners to sign up for a Puppo subscription nutrition plan for their dog. We wanted to raise Puppo’s profile offline, integrating it with Puppo’s rising online presence and organic conversations. We also wanted to create individualised shopping experiences for dog owners.
To reflect Puppo’s personalisation in our advertising and to introduce the brand to New York City, we created a unique ad for every registered dog in the city. All 100,729 of them. Pet nutrition is an established and very competitive category and its brands typically employ mass-marketing tactics. We saw an opportunity to break through the noise of big competitors by playing off the uniqueness of Puppo’s direct-to-consumer business model. We strayed from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of dog that was registered in New York City. This allowed us to connect with owners in a more meaningful way, and help them find the right diet for their dog. That’s 100,729 unique ads for every single one of the 100,729 dogs, each one driving to a uniquely tailored shopping experience online.
We used three key data sources; 1. dog registration information 2. breed, health issue and benefit information, and 3. NYC zip code boundaries. We wanted to target dog owners who have an instinctive feeling of responsibility towards their dog’s health, and direct them to sign up for a Puppo subscription plan for their dog - by demonstrating that each unique dog requires a unique diet. OOH was chosen as our hero medium, as our audience were likely often out on the streets walking their dogs, supported by digital display as the audience were also hugely active on devices.
We created a world-first, bespoke piece of technology that algorithmically created personalised ad placements. It utilised data from the NYC Dog Licensing Dataset and linked each dog to a unique Puppo health benefit. It then inputted all of this data into a sophisticated modular copy and art direction system to generate thousands of combinations of iconography, colours and fonts alongside the dog’s name, breed and health benefit. To ensure dog owners saw their dog’s individual ad, we deployed posters and digital OOH that targeted owners by zip codes within dog-walking distance to where they live. Placements were supported by geo-targeted digital displays, ensuring we achieved the reach and scale needed . Data implementation allowed us to have a one-on-one conversation with dog owners, driving them to start a shopping experience tailored to their dog via a unique QR code from their poster or click through from their digital display.
The Puppo website saw a 68% spike in new users in just one week. From those, 28% of new users came directly from our posters. In addition, there was a 144% increase in organic web searches for Puppo. We set out to create a data-driven tech campaign in order to individually address each dog in New York. We designed ‘Every Dog Has Its Ad’ to break through the traditional format of one-ad-for-100,000 consumers, and instead created an ad for every individual dog. Use of data allowed us to design this audience personalisation. By personalising our advertising, we were able to connect with our audience on a one-to-one level, and individualising the consumer experience evoked a positive response. Personalisation further defined Puppo’s functional product benefits, but moreover, it beautifully illustrated the brand’s genuine belief that every dog is unique and deserves to be treated as such.