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Introduction
- Pedigree aimed to create buzz and drive organic chatter at scale for their nutritious, convenient and tasty pet food for dogs. They wanted to highlight the brand RTBs, drive consideration and generate leads through sampling.
- They used an insight-based Community Marketing approach to drive the key benefits of giving pet food to dogs over home-cooked food and establish Pedigree as a leader in the pet nutrition category. For the same, they meaningfully engaged with 60 Parenting and Pet communities with over 2.2M members.
- Pedigree achieved 12.6K + brand mentions, 10.3K + UGCs, 15.2K + total engagement and 2.3K + sampling leads.
About Pedigree
Pedigree is a well-established brand in the pet food industry, specializing in providing nutritious and wholesome meals for dogs. Pedigree's rich history spanning decades has earned a reputation for its commitment to pet health and well-being. Their range of products includes various dog food options tailored to meet different dietary needs. Pedigree's dedication to quality and extensive research and expertise have made them a trusted choice among pet owners worldwide. Through their focus on providing nourishing meals, Pedigree continues to enhance the lives of countless dogs and strengthen the bond between pets and their owners.
Pedigree's Objectives
Pedigree wanted to generate awareness and drive consideration for its pet food amongst pet owners who were either feeding home cooked food to their dogs or were purchasing pet food of other brands . They aimed to drive organic chatter at scale, establishing Pedigree as the best dog food and highlighting its key benefits.
"Pedigree wanted to create awareness about the benefits of giving pet food to dogs and establish brand RTBs at scale alongside driving consideration and generating leads by product sampling."
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
To help the brand achieve its objectives, we identified communities where conversations around dogs, pets, dog food, pet food, pet nutrition, etc., were happening. We selected the most relevant 60 Parenting and Pet communities from these communities with 2.2M+ pet owners.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed existing conversations in the selected communities to understand what people are talking about pet nutrition and get an idea of their preferences regarding pet food. We found that:
- Members are looking for dog food options in online communities to substitute their home-cooked meals with dog food.
- Members rely on and value peer recommendations while choosing pet food brands and consider them a trustworthy source.
Coming across these insights, Pedigree aimed to establish relevance with the members and drive consideration by highlighting its key benefits. Hence, we focused on driving word-of-mouth advocacy for Pedigree, establishing it as the most trusted and recommended pet food brand.
3. Community Marketing campaign idea
Aligning the brand objective and consumer insights, we planned a two-phase marketing campaign to create organic chatter around Pedigree. Community admins led each of the phases of this advocacy program.
In the first phase, we introduced the Pedigree 6-week challenge. As a part of this contest, we encouraged pet parents to try Pedigree for their dogs for six continuous weeks and share their observations in the community after every week.
Community admins led these conversations, and members started sharing their experiences of how Pedigree has turned their dog into a rockstar. This contest was an excellent vehicle for highlighting the key brand RTBs and further driving consideration for Pedigree.
In the second phase, we focused on highlighting the benefits of Pedigree and bolstering its legacy as the brand of choice for pet nutrition. For the same, community admins shared their positive experiences of feeding Pedigree to their pets. Further, they encouraged community members to try it out for their pets and share the differences they notice in them.
At the end of each phase, some selected admins (the most engaging and consistent participants) received amazing gift hampers from Pedigree.
Solution types
Static Posts
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Contest
The Big Beautiful Highlights
- The campaign proved to be a success for the brand overachieving all the targets.
- The brand achieved 10.3K + UGCs, a 46% increase from the target set of 7K before the campaign.
- Pedigree generated 2.3K+ sampling leads, of which 65.8% converted into users.
- Of the 12.6K + brand mentions, 49% were intent-based, 34% were usage-related and 17% comprised brand recommendations.
- The campaign resulted in establishing Pedigree as a leader within the pet nutrition space with a share of voice of 99%.
Top Performing Communities 🥇
Real People Real Conversations 💬
Community members actively engaged in conversations participated in the campaign, and shared their usage experiences, leading to a huge number of brand mentions and UGCs.
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100,000+
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700M+
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75
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