1PEDIGREE PUPPY CAMPAIGN 201730 DEC 2016
Agenda• The Context & Brand• The ambition• A recap of Feed The Good• Big Idea Evolution• Puppy Campaign• Why is calorie conversion important for puppy• Puppy insight + strategy• Creative Idea2
THE AMBITIONAccelerate Calories Conversion in China
OTHER DOG OWNERSThe support system they reach out to for experience and connection. They not only establish a virtual relationship, but also offline.THE INFLUENCERSCredible source of dog care & nutrition knowledge. They look up to them for knowledge and endorsement.FOR COMMUNICATION : AN UPDATED RECAPOUR STARTING POINT IS UNDERSTANDING THE DYNAMICS OF THEIR RELATIONSHIPSPEDIGREEDo not like to be told what to do by brands as they are skeptical about themTHE MASTERThey think they are their dog’s expert.4
Literally the Chinese idea line translates to “Real/authentic heart feed/for dog’s good”The Idea:真心喂汪好Represent how nutrition for the dog is the heart of PED.Double meaning; FEED the dog goodIndicates the authenticity and safety of PED product. Signify the passion owners have for their dogs Double meaning; FOR the dog’s goodConnote real people who truly love dogs5
Share the love for their puppy through a puppy branded story从小选对粮 ,真心喂汪好6Use the power of celebrity to gain millage for the brand campaign, convince and engage with puppy owners on and offline.HELP platform to help convert and recruit new puppies, through credible branded/non branded opinions (at the point where they need the most)DOG FORUMSHELPHERO HUBOUR APPROACHDRAMATIZING THE DIFFERENT NEEDS OF DOGS VS HUMANSBY ASSOCIATING PUPPY WITH CHILDREN. Demonstrate how different puppy food and nutrition are vs. a child . Convince them by dramatizing the difference between need of puppy vs. child, giving them a reason to convert.BRANDED WEIBO PAGEUSAGE OF CELEBRITY KEY INFLUENCERS – KOLs To Drive WOMFEED THE GOODBrand CompassPuppy ThemePuppy Key Message strategy across platform
7PEDIGREE PUPPY
Why is puppy key to calorie conversion?There is a very high loyalty for puppy food. Prioritizing on puppy has a halo to adult stage8Only 15% drop out from puppy-to-adult stage - Mainly due to ‘lack of nutrition’ and safety.
9Lets dig into what are the needs, concerns and anxiety of a puppy owner.
10Concerns about puppy’s growing needs……but lack knowledge and experience.“I am also learning the process of bringing up a puppy. I am constantly anxious and worried about his wellbeing, and if I am doing right? Am I doing enough?.”
ROLE OF COMMUNICATION•Connect emotionally by sharing their love for their puppies•Convince functionally by demonstrating our knowhow in puppy’s nutritional needs •Build Credibility by showcasing quality of PED products and busting myths about dog food
GETPuppy owners all around ChinaWHOLove their puppy unconditionally but lack knowledge and experienceTORethink what...
