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PEDIGREE PUPPY CAMPAIGN 2017 30 DEC 2016
Agenda
The Context & Brand The ambition A recap of Feed The Good Big Idea Evolution Puppy Campaign Why is calorie conversion important for puppy Puppy insight + strategy Creative Idea
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THE AMBITION Accelerate Calories Conversion in China
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OTHER DOG OWNERS The support system they reach out to for experience and connection. They not only establish a virtual relationship, but also offline.
THE INFLUENCERS Credible source of dog care & nutrition knowledge. They look up to them for knowledge and endorsement.
FOR COMMUNICATION : AN UPDATED RECAP OUR STARTING POINT IS UNDERSTANDING THE DYNAMICS OF THEIR RELATIONSHIPS
PEDIGREE Do not like to be told what to do by brands as they are skeptical about them
THE MASTER They think they are their dog’s expert.
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Literally the Chinese idea line translates to “Real/authentic heart feed/for dog’s good”
Represent how nutrition for the dog is the heart of PED.
Double meaning; FEED the dog good
Indicates the authenticity and safety of PED product.
Signify the passion owners have for their dogs
Double meaning; FOR the dog’s good
Connote real people who truly love dogs
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Share the love for their puppy through a puppy branded story
从小选对粮, 真心喂汪好
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Use the power of celebrity to gain millage for the brand campaign, convince and engage with puppy owners on and offline.
HELP platform to help convert and recruit new puppies, through credible branded/non branded opinions (at the point where they need the most)
DOG FORUMS
HELP
HERO
HUB
OUR APPROACH
DRAMATIZING THE DIFFERENT NEEDS OF DOGS VS HUMANS BY ASSOCIATING PUPPY WITH CHILDREN.
Demonstrate how different puppy food and nutrition are vs. a child . Convince them by dramatizing the difference between need of puppy vs. child, giving them a reason to convert.
BRANDED WEIBO PAGE
USAGE OF CELEBRITY
KEY INFLUENCERS – KOLs To Drive WOM
FEED THE GOOD
Brand Compass
Puppy Theme
Puppy Key Message strategy across platform