How Pedigree sold more dog treats by building a phone accessory
Pedigree realised that people love taking pictures of their pets, but struggle to take pictures with them. So they designed a solution that made the most of their tasty dog treats.
Context
Pedigree's DentaStix was, in many markets, perceived as being a functional product. You give it to your dog to keep their teeth clean. However, customers wanted to treat their dogs too. So, Pedigree needed to show that their DentaStix aren't just healthy but irresistible too.
Objectives
- Increase sales of Pedigree DentaStix
- Shift consumer perceptions from DentaStix being a functional "health" product to a "treat"
- Generate earned media coverage and drive consumer word of mouth
Insight
People love taking pictures of their dog. People love taking selfies (some do, anyway). But selfies + dogs = disaster.
Strategy
Pedigree created SelfieStix, a simple phone accessory to get dogs to sit still for a quick selfie. It attached a DentaStix to a mobile phone so that you could hold your dog's gaze just long enough to get the perfect snap.
To support the campaign, they also launched a standalone app that used computer vision to recognise dogs' faces and apply fun filters to them - all in service of making your selfie that much better.
Outcome
The campaign earned 3.5m impressions and a 24% increase in sales.
Watch
The work
