Pedigree SelfieSTIX
MARS NZ
Issue 47 | June 2018
Agency
Colenso BBDO
Creative Team
Creative Chairman Nick Worthington Chief Creative Officer Levi Slavin Executive Creative Director Dan Wright Creative Group Head/ Copywriter Kim Ragan Creative Group Head/Art Director Maria Devereux Creative Technologist David Arcus Creative Craig Thompson
Production Team
Senior TV Producer Natasha Gill Integrated Producer Scott Chapman Producer Alex Gillespie Head of Digital Tim Freeman Digital Producer Will Thorrat Design Director Dean Pomfrett Production Company FINCH Sound Design Franklin Rd Post Production Blockhead, Department of Post Creative Strategist, Facebook Creative Shop Andy Blood Print Production Company The Collective Force
Other Credits
Group Business Director Ahmad Salim Business Director Abbi Barker Account Manager Alice Sopwith Account Manager Ruby Soole Digital Planning Director Neville Doyle Planner Amy Pollok Client MARS NZ Head of Marketing, MARS NZ Oliver Downs Marketing Manager - Pet, MARS NZ Cormac van den Hoofdakker Brand Manager - Dog (Pet), MARS NZ Giovana Peroni Trade Marketing Coordinator - Dog (Pet), MARZ NZ Akansh Hedge
Date
March 2018
Background
PEDIGREE® DentaStixTM are dental sticks for dogs, which help reduce tartar and plaque. In a saturated market, DentaStixTM was considered functional and an ‘incremental’ purchase. The challenge was to extend the relevance of DentaStixTM into a 'positive treating' space - in line with the global platform 'Cleaner gets you closerTM' - by creating fun, meaningful moments between dogs and their owners.
Idea
The answer was SelfieSTIX, a specially designed phone accessory that attached to dog-owners’ phones to help them capture the perfect dog selfie. The SelfieSTIX was included free in every pack of DentaStixTM sold.
As well as the clip, an app was created to add fun filters to the dog selfies that people took, a sort-of SnapChat for dogs. While facial recognition in humans is straightforward, dogs have much greater variation and sophisticated technology was required to make the app work successfully.
Results
Across social platforms, the campaign had over 2.1 million interactions.
The campaign achieved 3.5 million engagements, a 24% increase in sales and one quarter of the country’s dog owners redeemed SelfieSTIX.
The SelfieSTIX clip and digital platform are now rolling out globally.
Our Thoughts
I have three dogs, so I know how darn difficult it is to photograph them. Clipping a chewy treat to the top of your phone to hold their attention is bloody brilliant.
Then inviting people to add filters and lenses is neat. Personally, I think my dogs look great without hats, dark glasses and other bits and pieces but no dog owners under the age of 30 will agree with me.
As I keep saying, if your idea is useful, usable and delightful then you are well on the way to effective brand communication. SelfieSTIX is all three.