Pedigree Plam

Pedigree Campaign Idea

Campaign Name: Pedigree Paws

Aims:

1) To increase social media activity and engagement

2) Aim at fanatic dog owners and `normal` dog owners through our social media activity

3) Increases pedigree food sales by creating an emotional connection with the brand

The main idea for our campaign is to launch a nationwide social media campaign which will allow dog owners to share their own dog experiences; either good or bad. The provisional competition name is “nice dog- naughty dog” and will allow dog owners to post their stories and/or pictures online to the Facebook page. Each week there will be a number of prizes for the `good` or `bad` dog. For instance, if I send in a story saying my dog ate my shoe accompanied with a picture or something along those lines, then the prize would be a pair of the same shoes etc.. .(capped to a certain amount not decided yet, Obviously we won’t be getting someone a new BMW if a dog somehow manages to write one off!). The idea here is to get pedigree viewed in a positive light and generate positive PR. Likewise the best or funniest dog stories and pictures will receive prizes. This is to create a community of dog owners ranging over a broad audience and allow the customers to interact with each other, engaging with the content on the Pedigree Facebook page. The social media page has a huge following however the engagement rate is relatively low and this campaign will boost the interaction rate, by giving dog enthusiasts a chance to `show off` their dogs and give the relatively casual dog owners to share their funny/frustrating stories.

Twitter shall also be used for this campaign under the hashtag, #pedigreepaws and we shall be encouraging people to voice any stories, pictures or just general musing on their dogs.

Accompanied with this we shall be creating posters/newspaper ads and in store advertising. The content will be generated from the weekly Facebook prize winners which will give owners and...