Social Media Icon Awards: Facebook | Community Engagement


Winner: Weber Shandwick with PEDIGREE Brand  - The PEDIGREE Feeding Project

January Feeding Project LaunchThrough no fault of their own, more than four million dogs end up in shelters and breed rescues every year. Sadly, nearly half of those canines never find a place to call home. PEDIGREE Brand, the world's largest dog food brand, is committed to reversing that trend, starting by supporting the good work of shelters.

As a result, the brand set out to create a program in which their support of shelters and dog adoption could more cohesively be tied to nutritious, really good food for dogs and the PEDIGREE Feeding Project was established, providing participating shelters with their dogs’ food needs, at absolutely no cost. The idea was two-fold – not only would shelters be able to save tens of thousands of dollars that could go directly back to adoption programs to help more dogs get adopted, the dogs would also receive a diet of consistent, professional nutrition that would allow them to look and feel their best as they wait for a home.

The strategy of PEDIGREE and Weber Shandwick included launching the “Choose the Next Communities” initiative as part of the PEDIGREE Feeding Project, asking consumers nationwide to let their voices be heard on www.facebook.com/pedigree and helping to choose the next community PEDIGREE Brand should feed and support. The promotion also activated Facebook and Twitter promotions and contests to create buzz and online awareness around the “Choose the Next Communities” initiative.

Ultimately, the promotion resulted in 9.9+ MM Twitter Impressions and 25+MM overall social media impressions and was PEDIGREE’S most successful adoption program to date in terms of consumer engagement and impressions.

Honorable Mentions:

  • Cooney/Waters Group  - Parkinson's More Than Motion
  • Finn Partners  - IEEE and the Half Million Engineers
  • General Dynamics C4 Systems
  • Guthy-Renker  - WEN Hair Care Facebook
  • Marketing Maven - Baby Trend Tops the Charts with 125% Social Media Engagement
  • Sony Computer Entertainment America - PlayStation Facebook Community
  • Weber Shandwick for Unilever N. America  - CLEAR Scalp & Hair Facebook Community


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