Cesar Dog
Food
When you think about it, there’s nothing like the love we get from our dogs. We couldn’t help but wonder, is it possible to get even closer to our best friends? And to truly get to know them?
Cesar developed a way to finally unlock that mystery. The "Feed the friendship" campaign allows users to decode their dog's ancestry. After all, the more you know about your pooch, the more you know what they enjoy eating.
To launch the campaign we created online videos and social posts that show pet parents guessing their dog's breed in an attempt to fully understand them.
Results:
- Successfully engaged 15,000 dog owners who participated in "decoding" their pets.
- Generated 230 million earned media impressions and significantly expanded Cesar's presence in the wet food category.
The films and the posts took you to a mobile site that used facial recognition technology to assess the breed of your dog. When users upload a photo, the API generates a potential breed name for their dog, a shareable badge and a series of fun, interesting facts about their dog’s unique breed as seen in the case study below.
On the site, users also get a chance to win a Feed the Friendship kit that includes a doggy DNA test, a sample of Cesar Home Delights dog food and a specially designed Cesar place mat. This place mat allows dogs to enjoy the delicious taste of Home Delights without causing a mess or chasing their food around the floor.
To drive engagement, we partnered with popular Instagram dogs and encouraged their owners to share results using the hashtag #feedthefriendship and the new breed names. Here are some of the results.
