Background

There are more than 35mn stray dogs relying on the food given by the people feeding them. During COVID they were not properly fed as people were locked inside. Pedigree wanted to help these not only during the COVID but make feeding the strays a general habit among people. In India, pet food is not considered as the first thing to feed pets. People generally rely on home cooked food which is not suitable for pet’s nutrition. Pedigree in India from years is trying to change this habit and therefore pedigree was a natural choice for food in difficult times. People realized while feeding their stray pets that pets not only love pet food but it was also a complete diet. It brought cheer not only for pets but also changed consumers mindset towards pedigree and pet food.

Describe the strategy

The campaign was planned in 3 stages: • Awareness • Engagement • Participation Awareness was about reach. Being able to expose the communication to as much audience as possible. For this we planned for: • Reach: 65mn • Impression: 69mn • Views:53mn For Engagement we tied up with Bollywood A-lister and digital influencers to drive the message of feeding the strays. Besides the celebs we partnered with ‘Humans of Bombay’ showcasing each and every person is unique, inspirational, and relatable. they have successfully built a community of over 2.29 million people who believe in the power of humanity. For participation, we also partnered with year long DonateKart – A donation website – for people to go there and donate pedigree for the stray dogs. By this we were not only able to reach the volume but also the cater to the value against which this thought was based.

Describe the execution

The campaign was live on three handles encouraging people Feed the Strays or donate via Donate Kart • OLV – For Reach • Influencer – Engagement • User Generated Content – Participation For OLV partnered with Zee5 which helped in creating 35s & 20s video for awareness about feeding the strays. The video creation and promotion on Zee5 has shared 100% media investment return in form of media bought This content was also disseminated on YouTube on the Dog affinity audience. We also partnered with Hansika Motwani garnering 1min video views sharing their story of feeding the stray dog. Pedigree also tied up with the Donate Kart in a year long partnership where people can donate Pedigree to be fed to the stray dogs and volunteers from Donate Kart will go and feed them. Showcasing this initiative we also curated Real-Life Stories of people feeding through Humans of Bombay

List the results

On YouTube, 20s campaign got delivered at the average VTR of 80%, while 35 sec campaign at the 26% VTR, giving absolute brand lift of 1.91% relative lift of 3.97% for a new communication. In terms of creative #FeedTheStray (20sec) has highest absolute lift of 4.02%, relative lift of 8.79% which is above all benchmarks that brand ever received. On Zee5 the video creation and promotion delivered 6.92MN views. Humans Of Bombay reached 1.2mn with 1.5mn impressions with engagement rate of 7.87%. On Facebook, HOB content engagement rate was 8.38% while Instagram engagement rate was 7.42% The CAT-A Influencer reached 2.28mn with 2.46mn impressions and 1.2mn video views. Hansika delivered 50% more than her average video views of 500K. On Social Media the campaign reached 16mn with 30mn impressions, 4.9mn engagement and 1.1mn video views at 3.81VTR. Total of 877 donation received amounting to Rs.4,83,500 with over 30,400 meals distributed

Please tell us how the brand purpose inspired the work

Pedigree is all about giving the best to the dogs. This campaign was about coming forwards for the strays during an unprecedented time. With over 35mn strays in India who relied on the people to feed them or eating from road-side throwaways now had virtually no food as the entire country was under lockdown. Pedigree being the forerunner and leader in the dog food segment it came forward to help these strays to give them a stomach-full of food. We are also working constantly towards adoption of strays and this was a way to connect with the stray dogs and creating a space in the minds of the general public at large.