Pedigree - "#TakeMEMEhome"

BBDO Russia Group

BBDO Russia Group Moscow, Russland

Awards

11123

Marke: Pedigree
Länder: Russland

Werbende: Mars LLC

Titel	#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.
Agentur	BBDO Russia Group
Kampagne	#TakeMEMEhome
Werbende	Mars LLC
Marke	Pedigree
Posted	November 2019
Geschäftsbereich	Nahrungsmittel
Story	Adoption Drive is a PEDIGREE® platform dedicated to drive awareness on dog adoption topic and eradicate pet homelessness.
Problem	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.
Medientyp	Interaktiv
Marketing Director	Olga Kostrova
Brand Manager	Nailya Alieva
Brand Manager	Anastasiya Savkina
Werbeleiter	Natalia Mikhaylova
Werbeleiter	Anastasia Barabanova
Geschäftsführer	Natalia Tsyganova
Executive Creative Director	Alexey Fedorov
Leiter Creative Group	Sofya Tsytkina
Leiter Creative Group	Natasha Teddy
Texter	Alexander Sinyuk
Texter	Denis Bykov
Texter	Anton Beketov
Digital Art Director	Andrey Krusanov
Web-Designer	Yulia Belyakova
Agency Producer	Valery Gorokhov
Agency Producer	Dmitry Balandin
Produzent Digital	Yuriy Marin
Strategieplaner	Anna Khitko
Strategieplaner	Vera Zgurskaya
Direktor Strategische Planung	Polina Ptacek
Digital Strategic Planner	Olga Zhosanu
Senior Digital Analyst	Evgeniya Lukonina
Kaufmännischer Geschäftsführer	Anastasiya Dubrovskaya
Etatdirektor	Katrin Auashria
Kundenbetreuer	Asya Shapievskaya
Fotograf	Julia Saponova