Pedigree - "#TakeMEMEhome"

BBDO Russia Group

BBDO Russia Group Moscow, Russia

Премии

11303

Бренд: Pedigree
Страна: Russia

Рекламодатель: Mars LLC

Заголовок	#TakeMEMEhome
Brief	Shelter dogs are sometimes perceived as sad and dull. So to display their lively and unique characters, relatable memes were created that made people laugh and gave them something in common with the dogs. Based on real shelter dogs’ personalities, unique content was created for each dog and seeded across thematic communities on social networks: running addicts, workaholics, foodies, beauty enthusiasts, parents, movie lovers and so on. As soon as someone shared or commented, the shelter dog "replied" to the user and suggested they could make each others' lives better.
Агентство	BBDO Russia Group
Кампания	#TakeMEMEhome
Рекламодатель	Mars LLC
Бренд	Pedigree
Posted	Ноябрь 2019
Бизнес сектор	Продукты питания
История	Adoption Drive is a PEDIGREE® platform dedicated to drive awareness on dog adoption topic and eradicate pet homelessness.
Проблема	eople see shelter dogs as some impersonal and sad dogs. We decided to show that shelter dogs have very different personalities. We achieved it by using a very popular type of content called “relatable” or “it’s me when” memes. These memes are more than just for laughs, they make people recognize themselves. There is a relatable content for anyone. Just like our dogs! Based on dogs’ personalities we created unique content for each dog and seeded it in different thematic communities in social networks: running addicts, workaholics, foodies, beauty enthusiasts, parents, movie lovers and many more. As soon as a meme was posted in the community and someone shared it or commented, the same shelter dog replied to this user and suggested how they could make each other lives better. To make this work we created profiles for every dog with its’ bio, photos and shelter contacts.
Тип медиа	Digital
Директор по маркетингу	Olga Kostrova
Бренд-менеджер	Nailya Alieva
Бренд-менеджер	Anastasiya Savkina
Менеджер по рекламе	Natalia Mikhaylova
Менеджер по рекламе	Anastasia Barabanova
Управляющий директор	Natalia Tsyganova
Исполнительный креативный директор	Alexey Fedorov
Руководитель креативной группы	Sofya Tsytkina
Руководитель креативной группы	Natasha Teddy
Копирайтер	Alexander Sinyuk
Копирайтер	Denis Bykov
Копирайтер	Anton Beketov
Художественный руководитель цифрового формата	Andrey Krusanov
Специалист по созданию сайтов	Yulia Belyakova
Продюсер агентства	Valery Gorokhov
Продюсер агентства	Dmitry Balandin
Продюсер цифрового формата	Yuriy Marin
Стратегический планировщик	Anna Khitko
Стратегический планировщик	Vera Zgurskaya
Директор по стратегическому планированию	Polina Ptacek
Digital Strategic Planner	Olga Zhosanu
Старший аналитик цифрового формата	Evgeniya Lukonina
Коммерческий директор	Anastasiya Dubrovskaya
Директор рабочей группы клиента	Katrin Auashria
Специалист по работе с заказчиками	Asya Shapievskaya
Фотограф	Julia Saponova