MARS NZ: Pedigree SelfieSTIX

Pedigree, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

Agency: Colenso BBDO

Objectives

The primary objectives for the SelfieSTIX campaign were to raise awareness for and increase sales of DentaSTIX.

The secondary objectives were to raise Pedigree's profile across social platforms, to build a community for the brand and encourage customer interactions with the brand beyond in-store.

Strategy

Pedigree DentaSTIX sat within the smaller ‘functional’ treating segment within a fast-growing care and treats category, but Pedigree wanted to relaunch DentaSTIX so it would cross over into ‘positive’ treating as well.

By creating a mobile-first brand experience that had a strong presence in social media, we were able to...

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