Winner: Weber Shandwick—PEDIGREE See What Good Food Can Do
For 2014, the Pedigree brand challenged its agencies to take a new approach in showcasing real stories of dogs that have benefited from Pedigree’s support—and the families and individuals whose lives have been touched by the unconditional love they receive from their adopted pets—with the documentary-style See What Good Food Can Do campaign. The campaign encouraged dog lovers everywhere to see the difference good food can make in the life of a shelter dog. Building on the brand’s heritage and historical support of the cause, Pedigree tapped into its faithful and passionate consumers and gave them a platform to share their stories.
The yearlong campaigns resonated positively with media and consumers and provided an inside look into the great work and commitment that shelters, volunteers and Pedigree are doing in bringing awareness to the adoption of shelter dogs. The excitement, tears of joy, photos and memories captured in the campaign and shared in documentary-style shorts, videos and photos provided a snapshot into the way dog adoption can transform the life of the pet as well as the owner. The campaign was the most successful earned media campaign for Pedigree to date, totaling over 500 million earned media impressions, 55 national interviews with the likes of Access Hollywood, Rolling Stone and SportsCenter, and over 9,000 placements. Weber Shandwick also secured over 300 million social media impressions, making the hashtag #DogTales the most widely used hashtag in the brand’s history with over 400,000 interactions and over 700,000 YouTube views of supporting videos.
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