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Case Study: Pedigree's Million-Dog Mosaic

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The Challenge

Every year, more than four million dogs end up in shelters. Pedigree decided to do something about it by creating the Pedigree Adoption Drive Foundation last year. The charitable organization is dedicated to helping shelters and rescue groups find homes for dogs. Now the issue was how could the Mars Petcare division raise awareness and money for its cause.

The Plan

The foundation and the "Million Dog Mosaic" were promoted at Pedigree.com, Dogsrule.com as well as at Milliondogmosaic.com/pedigree. Each time a consumer uploaded a photo of their favorite dog onto the site, the Pedigree brand donated $1 to the foundation. The mosaic was promoted via a custom Facebook application, the Westminster Dog Show Pedigree Pop-up dog store as well as integration with its advertising campaign, which features the hero adoption dog, "Oliver." Oliver is featured on the site comprised of consumers' uploaded photos. It was featured on a nonprofit channel on YouTube and targeted e-mails sent to an in-house database also got the word out. Catapult Action-Biased Marketing helped put the effort together.

The Results

In one month, there were more than 1 million page views of the mosaic. To date, more than 55,000 photos have been uploaded. It set the record for user-generated mosaic participation, beating American Idol. "It signified that Pedigree is a company that walks the walk when it comes to fully aligning with the values of its consumers," said John Anton, director of marketing at Pedigree. "A million dollars was raised for the Pedigree adoption drive. [The campaign] brought together dog lovers in a fun place where they could be entertained, do research on the best way to feed and treat their dogs, join a like-minded community and be rewarded for their engagement."