Globally, Pedigree is a beloved brand that is always doing its bit to create a better world for all dogs. Our task was to build and grow that brand-love in India using their social media channels, while actively gaining followers and driving valuable audience engagement and interaction. Additionally, we had to support sales by creating content and redirecting audiences to our D2C platform and on-ground partner stores.
The Idea:To answer the brief effectively, we sought inspiration from the pet parent community and found the answer. The aim was to create a brand page that was more than just product-led. To gain popularity, retention, and engagement, it was essential to create content that would keep our followers entertained and apply the same filter while creating product content too. Our social strategy was to get fans to not just ‘feed the good’ but give them a feed that’s ‘good’, too.
The Execution:Leveraging a combination of memes, dog POV content, cute use of stock footage, and standing for causes that the dog lovers community believes in, we made quite the mark. We launched multiple campaigns in support of indie adoption, deployed seasonal campaigns focusing on dog health and diets, as well as created a host of topical and trend-based content that grew our following by leaps and bounds and helped drive better TOMR for Pedigree.
- Increase in Fan Base: 20%
- Increase in Engagement Rate: 50%
