Pedigree - "#TakeMEMEhome"

BBDO Russia Group

BBDO Russia Group Moscow, Rússia

Prêmios

11124

Marca: Pedigree
País: Rússia

Anunciante: Mars LLC

Titulo	#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.
Agência	BBDO Russia Group
Campanha	#TakeMEMEhome
Anunciante	Mars LLC
Marca	Pedigree
Posted	Novembro 2019
Sector Empresarial	Comida
História	Adoption Drive is a PEDIGREE® platform dedicated to drive awareness on dog adoption topic and eradicate pet homelessness.
Problema	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.
Tipo de Mídia	Interatividade
Marketing Director	Olga Kostrova
Brand Manager	Nailya Alieva
Brand Manager	Anastasiya Savkina
Director de publicidade	Natalia Mikhaylova
Director de publicidade	Anastasia Barabanova
Managing Diretor	Natalia Tsyganova
Director executivo criativo	Alexey Fedorov
Chefe de grupo criativo	Sofya Tsytkina
Chefe de grupo criativo	Natasha Teddy
Redator	Alexander Sinyuk
Redator	Denis Bykov
Redator	Anton Beketov
Digital Art Director	Andrey Krusanov
Construtor de site	Yulia Belyakova
Produtor da agência	Valery Gorokhov
Produtor da agência	Dmitry Balandin
Digital Producer	Yuriy Marin
Planeador estratégico	Anna Khitko
Planeador estratégico	Vera Zgurskaya
Diretor de Planejamento Estratégico	Polina Ptacek
Digital Strategic Planner	Olga Zhosanu
Digital Analyst	Evgeniya Lukonina
Diretor dos Negócios	Anastasiya Dubrovskaya
Director de contas	Katrin Auashria
Account Manager	Asya Shapievskaya
Fotógrafo	Julia Saponova