Title | MYHOOMAN |
Brand | MARS |
Product / Service | MYHOOMAN |
Category | C02. Data-driven Consumer Product |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
Post Production | LEVO Sydney, AUSTRALIA |
Additional Company | WATERMARK CREATIVE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Dan Wright | Colenso BBDO | Group Executive Creative Director |
Maria Devereux | Colenso BBDO | Executive Creative Director |
Kim Ragan | Colenso BBDO | Creative Director |
Charlie Godinet | Colenso BBDO | Senior Art Director |
Rob Graves | Colenso BBDO | Senior Copywriter |
Shannon Doidge | Colenso BBDO | Copywriter |
Ahamd Salim | Colenso BBDO | Group Business Director |
Nico Hume-Ainsworth | Colenso BBDO | Group Business Director |
Arameh Bozorgi | Colenso BBDO | Programme Director |
James Tucker | Colenso BBDO | Senior Planner |
Teresa Luckman | Colenso BBDO | Experience Design Lead |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Fabio Alings | Pedigree | Global Brand Director |
Cormac Van Den Hoofdakkeer | Mars | Marketing Manager |
David Way | Watermark Creative | Creative Director |
Shannon Jahnel Lanktree | Watermark Creative | Animation & Illustrator |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Claudio Varoli-Piazza | Colenso BBDO | Senior Digital Producer |
Chris Domin | Colenso BBDO | Senior Digital Producer |
Amanda Theobald | Colenso BBDO | Senior Digital Producer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Dean Pomfrett | Colenso BBDO | Digital Design Director |
Hamish Steptoe | Colenso BBDO | Senior Designer |
Josh Hart-Vrijkotte | Colenso BBDO | Designer |
Jodie Heron | Colenso BBDO | Digital Designer |
Casey Chan | Colenso BBDO | Digital Designer |
Nic Seagrave | Colenso BBDO | Digital Experience Designer |
Logan Maire | Colenso BBDO | Lead Creative Technologist |
Anna Markova | Colenso BBDO | Technical Lead |
Ryan Potter | Colenso BBDO | Senior Developer |
Kyle Wetton | Colenso BBDO | Full Stack Engineer |
Daniel Mackay | Levo | Lead Backend Developer |
Clive Haskins | Levo | Head of Solution Architecture |
Bahvesh Borad | Levo | Senior Backend Developer |
Mahdi Shahbazi | Levo | Lead Backend Developer |
Michelle Wade | Colenso BBDO | Delivery Director - Experiential |
Maddy McLean | Colenso BBDO | Delivery Director - Experiential & Staff |
Charlotte Upton | Colenso BBDO | Copywriter |
Callum McDonald | Colenso BBDO | Copywriter |
Jane Cathcart | Colenso BBDO | Programme Director |
Isabelle Hooper | Colenso BBDO | Digital Experience Designer |
Kees Bakker | Colenso BBDO | Experience Designer |
Adrian van Nierop | Colenso BBDO | Lead Product Engineer |
Andrew Kerr | Colenso BBDO | Software Engineer |
Ashlee Harris | Colenso BBDO | TV Producer |
MyHooman is a digital product for pet adoption. The entire platform is only made possible by data. MyHooman takes potential adopters’ data and analyses it against the data of hundreds of shelter dogs. The dog data is built using multiple datasets, from trusted data sources such as Waltham Institutes breed data and collected from shelters themselves as they upload new dogs. This was then transformed into an experience for adopters to find their best dog match – flipping the adopter mindset from ‘what I want’ to ‘what I can provide’ whilst also saving shelters time with fewer, better quality applicants.
Currently 500 million dogs worldwide are homeless. It’s Pedigree’s mission to put an end to this harrowing statistic by 2030. While they have driven pet adoption through marketing, there are inherent challenges that lie at the core of the traditional adoption model that limits their success. All too often, people are shopping for the dog they want - based on superficial reasons like appearance and breed, and not the dog that’s right for their lifestyle. As a result, up to one in five dogs are returned to shelters because humans shop for them like they’re an accessory, and being constantly bounced between shelters can have long-lasting detrimental effects on the dog. We needed to rethink pet adoption so that Pedigree could better live up to their mission, so we launched a new brand - MyHooman, the first end-to-end adoption system that puts dogs first.
MyHooman flips the way traditional animal adoption works. It stops humans shopping for animals based on superficial reasons, such as appearance, breed or ‘cuteness,’ and instead helps dogs find the human that’s right for their needs. It does this by taking subjectivity out of the equation, using data to match dogs to the right adopters for them, before even allowing the adopter to see which dogs are on the platform. For adopters, this approach means they find their ideal doggy match faster, and because the pool of dogs are pulled in from many different shelters, the process is streamlined and requires less legwork from them to find their fur friend.
The opportunities to leverage data was core to MyHooman. To define the problem, we used a human-centred-design process, forming a shelter co-creation panel, supported by global insights supplied by Mars. By developing an end-to-end understanding of the dog adoption process we identified the audiences – shelters and adopters – and their associated ‘pains and gains’. We then used this data to ensure we matched the right dog to the right human. By activating the previously unused data collected by shelters, we asked adopters to ‘find their match’ – presenting them with dogs that suited their lifestyle, personalising the match message to enhance the connection between the adopter and their best match. Finally we used the information we knew about the user to personalise the platform experience with dynamic content, showcasing why a match is right for you.
The data collected throughout the experience is used to enhance the creative output in two key ways; the core of MyHooman and personalisation at scale. The data from both the dog and the adoper is used to drive the perfect match, enabling us to bring our belief in “dog-first” to life in a very real way. MyHooman surfaces the data collected through the experience to drive dynamic personalisation and relevance on-platform. With every dog someone matches with, comes a dynamic description based on their behavioural and personality traits, as well as tiles to signal why you would make a perfect home for this dog. Beyond the immediate experience benefits to the adopter, MyHooman uses data to evolve the platform and how the brand shows up, through optimisation and data aggregation.
MyHooman has been tested in New Zealand, and soon rolls out globally. Since launch, an incredible 65% of the entire independent New Zealand dog shelter industry has signed up to MyHooman – exceeding Pedigree’s ambition of 50% by 30%. This number is even more outstanding when considering that to achieve this, MyHooman had to overcome 0% brand awareness, 0% product awareness. MyHooman has smashed it’s onboarding target by 448.7% in just 9 quick months. In regards to adoptions, 37% of visitors to the site matched with potential dogs, 1 in 8 started an adoption application, with 41% of dogs uploaded to the platform being adopted so far.