Pedigree Creates Facebook-Inspired 'Look Back' Video
Pedigree has been helping find shelter dogs loving homes via the Pedigree Adoption Drive for 10 years. The videomirrors Facebook’s gesture and starts with Pedigree’s "Facebook beginning" in 2007 and a reflection of their adoption stories and user-generated content over the years.
The video has resonated with dog lovers across the country, generating more than 2,300 “shares” and more than 2,800 “likes.” Fans are encouraged to share the video using the hashtag #FacebookIs10.
“When we saw how Facebook was celebrating their 10th anniversary, it really inspired us to do something to give back to our passionate Pedigree Facebook community who has helped us help dogs over the years,” Tierney Monaco, Pedigree marketing director, tells Marketing Daily. “We saw the ‘Look Back’ video as another way to continue to tell our tale, and the response has been overwhelmingly positive.”
The video lives on Pedigree’s Facebook page to serve as a thank you to the brand's loyal Facebook community. The brand also promoted this Facebook video over a four-day period, increasing its overall reach to over 4.5MM people. In addition, Duhamel, Ortiz and the brand’s other celebrity spokesperson, Grammy winner Miranda Lambert, shared the video on their pages, totaling a fan base of more than 12.5 million.
Every year, more than four million dogs enter shelters. The Pedigree Facebook page has served as a vehicle to help transform shelter dogs into pets with loving homes and spread the word about the plight of these four-legged friends.
The video shares similar attributes with Pedigree’s latest campaign “See what good food can do,” which features baseball superstar David Ortiz and actor Josh Duhamel in an effort to showcase the impact that some extra attention, good food and loving care can make in the life of a shelter dog.
Every time dog lovers tell their tale of what their dog means to them, using #DogTales on Facebook, Twitter or Instagram, Pedigree will donate a bowl of food to a shelter dog in need.
“The new ‘See what good food can do‘ campaign shows Pedigree brand’s commitment to shelter dogs and how its good food can help give them a new leash on life by featuring real stories of dogs in shelters, their caregivers and the dogs’ new families,” Monaco says.
Pedigree unveiled its “See what good food can do” documentary-style campaign in January at the 2014 Sundance Film Festival.