Recruiting 7,000 dog owners in Pedigree's core target market in only 2 weeks, and generating more than 14,500 posts on social media.
CLIENT
Pedigree Multivitamins Belgium
CLIENT OVERVIEW
Pedigree is a renowned pet food brand specializing in nutritious, balanced meals and treats for dogs. With a wide range of products, Pedigree continues to innovate, now introducing multivitamins to support dog health.
Challenge
Dogs’ vitamins and supplements are complicated to give. Pedigree worked on that matter and came up with an innovative idea: integrating supplements into a treat. Genius.
Pedigree sought an impactful strategy for introducing Pedigree® Multivitamins to the Belgian market. They contacted Hi Folks to help them launch the product, recruit the first customers, and drive in-store traffic.
Our strategy also aimed at obtaining authentic feedback and testimonials to demonstrate the beneficial results on dogs and how easily they are attracted to the product.
Solution & implementation
To address Pedigree’s challenge, we launched a Word of Mouth campaign, recruiting consumers exclusively from their core target market. In exchange for trying the product, they committed to sharing their experiences with friends and family.
Recruitment
Our Dogofriends campaign generated 32,000 sign-ups. We selected 7,000 dog owners who matched Pedigree's target, focusing on dogs needing supplements.
Engagement
Participants shared UGC online and offline, offering authentic testimonials. They received discount coupons and guidance to discuss with close circles.
Feedback & Results
Post-campaign surveys captured feedback on the product's health benefits and consumer satisfaction, while fostering long-term customer loyalty.
Product Testing
Participants were guided through a custom chatbot experience and received personalized support as they tested Pedigree Multivitamins with their dogs.
Experience
They were encouraged to share their experiences both online and offline, guided by tailored messages and missions. They also received exclusive promo codes, for them to enjoy and extend special offers to family and friends.
Key results
The campaign successfully introduced Pedigree Multivitamins, building trust with consumers and providing a deeper understanding of their relationship to the product.
74%
of participants will continue buying Pedigree Multivitamins.
14,5K+
posts have been shared on social media & 4,245 photos & videos were collected in our photo gallery.
780K
Generating 780K offline reach, participants shared their experiences with friends and family, creating a strong word-of-mouth impact.
Client's testimonials
As we embarked on the journey to introduce a new product and essentially create a new segment in the market, we faced significant challenges. The foremost among these was educating consumers about the benefits of supplements for their dogs.
By emphasizing peer feedback, the campaign fostered trust and credibility among potential consumers creating a deeper, more meaningful connection with the target audience. Moreover, it provided us with a better understanding of the consumer relationship to our product.
For all those reasons, we would like to extend the campaign withHi Folks to other markets
Sabina Borer Sarıaltun
Portfolio Manager at Mars
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