Pedigree - "#TakeMEMEhome"

BBDO Russia Group

BBDO Russia Group Moscow, Russia

Awards

11163

Brand: Pedigree
Country: Russia

Advertiser: Mars LLC

Title	#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.
Agency	BBDO Russia Group
Campaign	#TakeMEMEhome
Advertiser	Mars LLC
Brand	Pedigree
Posted	November 2019
Business Sector	Food
Story	Adoption Drive is a PEDIGREE® platform dedicated to drive awareness on dog adoption topic and eradicate pet homelessness.
Problem	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.
Media Type	Digital
Marketing Director	Olga Kostrova
Brand Manager	Nailya Alieva
Brand Manager	Anastasiya Savkina
Advertising Manager	Natalia Mikhaylova
Advertising Manager	Anastasia Barabanova
Managing Director	Natalia Tsyganova
Executive Creative Director	Alexey Fedorov
Creative Group Head	Sofya Tsytkina
Creative Group Head	Natasha Teddy
Copywriter	Alexander Sinyuk
Copywriter	Denis Bykov
Copywriter	Anton Beketov
Digital Art Director	Andrey Krusanov
Site Builder	Yulia Belyakova
Agency Producer	Valery Gorokhov
Agency Producer	Dmitry Balandin
Digital Producer	Yuriy Marin
Strategic Planner	Anna Khitko
Strategic Planner	Vera Zgurskaya
Strategic Planning Director	Polina Ptacek
Digital Strategic Planner	Olga Zhosanu
Digital Analyst	Evgeniya Lukonina
Business Director	Anastasiya Dubrovskaya
Account Director	Katrin Auashria
Account Manager	Asya Shapievskaya
Photographer	Julia Saponova