According to a new campaign from Pedigree, 12 million dogs are in shelters worldwide waiting for a home. To highlight its support of dog adoption for nearly two decades, the brand has introduced AI and machine learning for even greater adoption support.
Adoptable uses a bespoke AI model to transform a basic photo of a shelter dog into studio-quality photography. The image can then be used in any digital Pedigree ad.
The first-of-its-kind initiative combines proprietary technology with Pedigree’s global ad reach to turn the brand’s digital ads into ads for shelter dogs, too.
“Adoptable is a transformational step for us at Pedigree. It puts our purpose at the heart of everything we do. Soon, our advertising won’t just take our products to the world, it’ll take adoptable dogs, too” said Fabio Alings, Global Brand Director, Pedigree.
According to the brand, because Adoptable maps the new image of the dog to a CGI rig, the “digital dog double” can be positioned into any pose to suit a variety of media formats. Later, when the featured dog is adopted into a loving home, its ad can be pulled out of media rotation.
“Every ad Pedigree makes around the world has one universal similarity. It always features a dog in it,” said Simon Vicars, Chief Creative Officer, Colenso BBDO.
“We wondered, what if that dog could be adoptable? By developing this technology, we can put purpose into the commercial realities of an FMCG brand. Sales driving and product-centric work can now power our ambition to end dog homelessness.”
Pedigree added that adoptable not only puts shelter dogs in the spotlight, it addresses another key issue impacting dog homelessness.
According to the campaign, currently, 1 in 5 adopted dogs are returned to shelters. Adoptable matches breeds to the locations and households that suit them best through geo-targeting and First-Party Data. EssenceMediacom and Hyper Media then made sure the right dogs were seen by the right people.
Adoptable’s launch saw a significant uplift in adoption rates. Within the first two weeks, 50% of shelter dogs featured had been adopted, with traffic to shelter site profiles increasing 6 times. Potential pet parents were 12% more likely to adopt when the adopter comes into the shelter site via an Adoptable asset.
Global Marketing Manager Mehgan Recker said “Right now, 25% of our media spend goes towards purpose-led work. Adoptable gives us the ability to mobilise every media dollar behind dogs longing for their forever home. We know that if we can help shelter dogs be seen, we can help them be adopted.”
Launched first in Pedigree’s global test market, New Zealand, the Adoptable technology is being refined and rolled out globally.
Credits
Client: Mars / PEDIGREE®
Agency: Colenso BBDO
Production: Nexus Studios
Media Agency: Essence Mediacom / Hyper Media
