| Titel | Perfect Search |
| Brief | To let everyone to know about the Perfect Fit philosophy, the campaign targeted pet owners who were already living according to the brand's principles. This was done by buying rare keywords typed only by the most responsible pet owners, such as “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency of less than 300 a month. Overall, it cost just $68. Those who typed the chosen keywords were given the things they were looking for, free of charge, as a reward for perfect pet care. |
| Agentur |
BBDO Russia Group
|
| Kampagne |
Perfect Search
|
| Werbende |
Mars LLC
|
| Marke |
Mars Petfood
|
| Posted | November 2019 |
| Geschäftsbereich | Tierfutter, Tierpflegeprodukte & Dienstleistungen
|
| Story | Perfect Search is the first advertising campaign that used unpopular context ads.For everyone to know about the Perfect Fit philosophy, we decided to use the pet owners who were already living according to our principles. They do cat yoga, take their dogs to a psychotherapist and buy them special orthopaedic mattresses.In order to find them, we bought unpopular keywords, which are being typed in only by the most responsible pet owners. “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency fewer than 300 a month. Overall, it cost us $68.To those who found our keywords, we gave the things they were looking for. And it was for free – as a reward for proper pet care.We made a psychotherapist appointment for a dog, organized a cat yoga class with a coach and a birthday party for a dog and many other ones. |
| Medientyp |
Interaktiv
|
| Executive Creative Director |
Alexey Fedorov
|
| Leiter Creative Group |
Sofya Tsytkina
|
| Texter |
Petr Martyuk
|
| Texter |
Anton Beketov
|
| Digital Art Director |
Andrey Krusanov
|
| Geschäftsführer |
Natalia Tsyganova
|
| Direktor Kundenservice |
Anastasia Dubrovskaya
|
| Etatdirektor |
Anastasia Babuchenko
|
| Kundenbetreuer |
Liana Shengeliia
|
| Direktor Strategische Planung |
Polina Ptacek
|
| Senior Digital Analyst |
Jane Lukonina
|
| Produzent Digital |
Yuriy Marin
|
| Strategieplaner |
Anna Khitko
|
| Strategieplaner |
Vera Zgurskaya
|
| Marketing Director |
Olga Kostrova
|
| Brand Manager |
Elena Tokareva
|
| Werbeleiter |
Anastasia Bogatova
|
| Werbeleiter |
Anastasia Barabanova
|