Pedigree is tapping into the new Clubhouse social media platform.
The Mars Petcare brand aims to highlight its mission of ending pet homelessness. Pedigree is teaming up with shelters across the country via the Pedigree Foundation and turning to the new by-invitation audio chat app to help adoptable dogs find their forever homes.
“Clubhouse is all about audio, and we know that dogs are some of the best listeners,” according to a spokesperson.
In a campaign led by creative agency BBDO NY, the brand partnered with Clubhouse moderators to welcome 20 adoptable dogs into their chatrooms over the weekend, leading conversations about how animals can provide support during challenging times.
Participants in each “room” were able to click on the dogs’ profiles and find out where they could adopt them. Pedigree will be covering the adoption fees for all dogs adopted through the Clubhouse chats.
The Doghouse program will continue tonight at 5:30 p.m. ET, with Clubhouse moderator and mental health advocate Alessandra Torresani.
This Clubhouse activation is a follow-up to the brand’s Dogs on Zoom campaign last year, where it leveraged the conferencing platform to host virtual adoption events with shelters across the country during the pandemic.