Use of Direct Media
Client Mars International India Pvt. Ltd.
Brand Pedigree
Entrant Hungama Digital Services
Brief Most pet parents (wrongly) assume home food is best for their pets little realizing that dogs have specific nutrient needs- different from humans. The KPIs were:
– The quantifiable goal was to increase reach 10X by sampling 300k unique pet parents in Year1.
– Reduce cost of activation from $6 in 2015 to $2.5 in 2016.
– Boost market penetration via coupon redemption to 15%.
Annual unique walk-ins at retail stores, vets & other associated outlets is 2 million pet parents of which 60% feed their dogs home-cooked food. That’s a huge concentration of pet parents across 3000 outlets & therein lay a huge category opportunity. This insight led us to consider tapping pet parents & to change their pet food habits by encouraging, educating & incentivizing them to try Pedigree.