| 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%. |
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| Solution |
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. | |||
