Client: MARS Petcare
Campaign: One of a (Kind)ness
Agency: Edelman London
Year: 2020
PR and comms, social
Launched across the U.S
My role: concepting, art direction
Challenge:
MARS Petcare was looking for an idea for their pitch to celebrate mutts on National Mutt Day, in line with their ethos of making the world a better place for pets. However, pedigree owners can sometimes look down on mixed breeds. However, mutts' unique gene pool means that they're worth celebrating.
Outcome and my role:
I was a part of this campaign, with the task of concepting. MARS Petcare gave away DNA tests so that mutt owners could find out more about their pets' unique backgrounds.
Mars also asked mutt owners to nominate their dog's everyday acts of kindness and vote for their favourite stories on social media.
Social campaign for MARS Petcare - 'One of a Kind(ness)' - to celebrate National Mutt Day. This campaign went live on 31st July 2020 across Instagram, Facebook, and Twitter
https://www.waltham.com/news-events/genetics/5-things-data-can-tell-us-about-mutts
Results:
The campaign was successful as it was a pitch-winning idea. not only it increased awareness about Mars Petcare but also about the unique traits of mutt dogs.
A social campaign that encouraged users to find out more about their pet's unique genetic background by using a DNA test that MARS gave away. The campaign also encouraged pet owners to create UGC content with their mutt dogs' acts of kindness and post it on social media.
A genetic DNA testing kit for mutt dogs partnering with Wisdom Panel.
Celebrating one of a (Kind)ness of mutts dogs.
Sharing facts about mutts and their kindness.
Sharing social posts through MARS Petcare US and Waltham Petcare Science channels across Instagram, Facebook and Twitter.