Pedigree - "#TakeMEMEhome"

BBDO Russia Group

BBDO Russia Group Moscow, Rusia

Premios

11312

Marca: Pedigree
País: Rusia

Anunciante: Mars LLC

Título	#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.
Agencia	BBDO Russia Group
Campaña	#TakeMEMEhome
Anunciante	Mars LLC
Marca	Pedigree
Posted	Noviembre 2019
Sector Empresarial	Comida
Sinopsis	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.
Medio	Interactivo
Marketing Director	Olga Kostrova
Brand Manager	Nailya Alieva
Brand Manager	Anastasiya Savkina
Director de publicidad	Natalia Mikhaylova
Director de publicidad	Anastasia Barabanova
Managing Director	Natalia Tsyganova
Director ejecutivo de creación	Alexey Fedorov
Jefe del grupo de creación	Sofya Tsytkina
Jefe del grupo de creación	Natasha Teddy
Responsable de conceptos / redactor	Alexander Sinyuk
Responsable de conceptos / redactor	Denis Bykov
Responsable de conceptos / redactor	Anton Beketov
Director de arte digital	Andrey Krusanov
Desarrollador Web	Yulia Belyakova
Productor de la agencia	Valery Gorokhov
Productor de la agencia	Dmitry Balandin
Productor digital	Yuriy Marin
Planificador estratégico	Anna Khitko
Planificador estratégico	Vera Zgurskaya
Strategic Planning Director	Polina Ptacek
Digital Strategic Planner	Olga Zhosanu
Digital Analyst	Evgeniya Lukonina
Business Director	Anastasiya Dubrovskaya
Director de cuentas	Katrin Auashria
Responsable de cuentas de agencia	Asya Shapievskaya
Fotógrafo	Julia Saponova