Short List
Product / ServicePUPPO
CategoryD02. Data-driven Targeting
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement MEDIACOM New York, USA
Media Placement 2 MILKMONEY California, 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

Why is this work relevant for Direct?

This direct campaign used data to individually target each person within our audience, with bespoke messaging, designed to elicit an immediate response. All communications, whether it was with QR code or direct click through, led people directly to our e-commerce site where they would find a shopping experience specifically tailored to them.


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, created a product that 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 in the offline, integrating it with Puppo’s rising online presence. We also wanted to create individualised shopping experiences for dog owners.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

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 wanted to target dog owners who have a 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 and supported by digital display as the audience were also hugely active on devices. All executions whether it was with QR code or direct click through, led people directly to our e-commerce site, and a personalised shopping experience tailored specifically to their dog.

Describe the execution (20% of vote)

We created a bespoke piece of technology that used an algorithm to create personalized placements. It utilised data from the NYC Dog Licensing Dataset, and linked each dog to a unique Puppo health benefit. It then input all 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. Posters and digital OOH targeted owners by zip code, within dog-walking distance to where they live. Placements were supported by geotargeted digital display to ensure we got the reach needed for every NYC dog to see their advert. All executions whether QR code or direct click through, led people directly to our e-commerce site.

List the results (30% of vote)

New Yorkers responded well to the idea of 100,729 unique ads for dogs, and in turn sought out to get their dog their very own personalized meal plan. 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-led 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 create an ad for every individual dog. Use of data allowed us to tackle 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 was likely to a evoke a positive response.


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