Adaily Inspiration Week #28: Pet campaigns
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
For this week we chose pet campaigns. Below you can find our 5 picks, but if you want to see more case studies just click » HERE «
1. “Guilty Pets” - IKEA
IKEA did a humorous outdoor campaign capturing the moment when pets break products at home, highlighting affordability.
Ingo Hamburg • 2024 • Retail - furniture • United Arab Emirates • Middle East
Challenge
The challenge of this campaign was to connect with the growing audience of pet owners in the Middle East while also emphasizing IKEA's core value of affordability. The goal was to increase sales within the affordable price range and enhance the perception of affordability in the region. Additionally, the campaign aimed to create a humorous and relatable narrative that resonated with pet owners, driving engagement and brand loyalty.
Target Group
The target group of this campaign was pet owners, specifically in the key IKEA Al-Futtaim markets in the Middle East where pet ownership is on the rise. The campaign aimed to connect with this growing audience and enhance the perception of IKEA's affordability among them.
Idea
The main idea of the campaign was to highlight IKEA's affordability by showcasing the humorous aftermath of pets breaking IKEA products at home. Through large outdoor hoardings featuring images of guilty-looking pets next to broken IKEA items, the campaign aimed to connect with pet owners in the Middle East and emphasize the affordability of IKEA products. The campaign leveraged the relatable experience of pet owners while showcasing IKEA's range of affordable products priced between 0-100 AED.
Results
The campaign for IKEA Al-Futtaim in the Middle East aimed to connect with the growing audience of pet owners by highlighting the affordability of IKEA products. The results of the campaign were as follows: - Sales of IKEA’s “affordability range” from 1 - 80 Dhs increased by 11.5%. - The campaign achieved a 98% positive social sentiment on social media. - The billboards had significant daily traffic, with an average of 300k per day passing through the Hessa, Jumeirah, Al Khail H5, and Umm Suqeim locations. - IKEA’s affordability perception in the region increased by 6%. - The campaign went viral, resulting in a 5222% increase in interactions compared to the previous campaign in the region. - The campaign garnered an estimated 6.1 billion impressions and approximately $18 million in earned media value. - It was shared across 73 countries, focusing on key markets where IKEA Al-Futtaim is present (UAE, Oman, Egypt, Qatar). These results demonstrate the effectiveness of the campaign in achieving its objectives of enhancing affordability perception and engaging with the target audience.
Links
2. “Lean On Me” - Pet Refuge
Pet Refuge did a campaign to raise $250,000 for their shelter by telling a love story between a woman and her dog, highlighting the connection between pets and domestic violence victims.
DDB Auckland • 2019 • NGO - animals • New Zealand • Oceania
Challenge
The challenge of this campaign was to raise awareness about the issue of pets being a barrier for domestic violence victims to leave their abusers, and to motivate New Zealanders to donate $250,000 to help build a shelter for these pets through the newly established charity, Pet Refuge. The campaign needed to capture the hearts of animal lovers, educate the public about the hidden issue, and drive donations to support the cause.
Target Group
The target group of this campaign was animal lovers in New Zealand. The goal was to capture their hearts and motivate them to donate to Pet Refuge in order to fund the construction of a shelter for pets affected by domestic violence. The campaign aimed to raise awareness about the issue of pets being used as a means of control in abusive relationships and encourage individuals who care about animals to take action and support the cause.
Idea
The main idea of the campaign was to raise awareness and funds for Pet Refuge, a charity aiming to build a shelter for pets affected by domestic violence in New Zealand. The campaign used a powerful love story between a woman and her dog to emotionally connect with animal lovers and highlight the often-overlooked issue of pets being used as a means of control in abusive relationships. By capturing the hearts of New Zealanders, the campaign successfully motivated them to donate and support the cause.
Results
The campaign for Pet Refuge exceeded its target by raising $300,717 in donations within a week, making it the most successful campaign ever on PledgeMe.co.nz. It garnered a total PR value of $1,326,206, reaching 11,064,454 individuals in a country with a population of 4.8 million. The media coverage included 156 items, contributing to the success of the fundraising campaign. The shelter is currently being built and is expected to start caring for pets affected by domestic violence by the end of the year, providing a vital resource for those facing abusive situations.
Links
3. “Tattoos For National Dog Day” - Bark
BARK did a "Tattoo Your Dog" campaign, offering to pay for tattoos of dogs for 100 winners, resulting in over 17,000 entries and widespread media coverage.
Bark • 2022 • Animals & pet food • United States • North America
Challenge
The challenge of this campaign was selecting winners from the overwhelming number of submissions. The campaign unexpectedly received almost 17,000 entries, making it difficult to choose the 100 winners. The team had to pull in additional members to help read through the thousands of heartfelt submissions and make the final selection. It took several weeks to complete this process and notify the winners via email.
Target Group
The target group of this campaign was passionate dog owners and dog lovers. BARK aimed to reach a wide audience of individuals who had a deep love and appreciation for their dogs and were interested in celebrating their canine companions by getting a tattoo of their dog. The campaign sought to engage both existing BARK customers and potential new customers who shared a strong bond with their pets.
Idea
The main idea of this campaign was for BARK to celebrate its 10th anniversary and National Dog Day by offering to pay for dog-themed tattoos for 100 lucky winners. The campaign aimed to put dogs, the foundation of the company, front and center, while also increasing brand awareness, social followers, and reaching new customers.
Results
The campaign achieved impressive results for BARK. It received almost 17,000 entries from consumers who shared heartfelt stories and submitted pictures of their dogs. The contest generated over 1.4 million impressions and more than 8,000 shares on social media. Additionally, the campaign garnered extensive media coverage, with a total of 966 pieces of coverage that reached an estimated 1.07 billion impressions through broadcast, radio, and online outlets such as Adweek, Bustle, Thrillist, and USA Today. The campaign performed 146.7% better than BARK's average daily social media performance. The success of the campaign helped increase brand awareness, reach new customers, and solidify BARK's position as a dog-centric company.
Links
4. “Street-Vet” - Purina
Purina did a campaign using a digital billboard that collects and analyzes dogs' urine for early health detection.
McCann Paris • 2019 • Animals & pet food • France • Europe
Challenge
The challenge of this campaign was to raise awareness among dog owners about the importance of regular health checks for their pets. Many dog owners in France were not taking their dogs for annual check-ups, resulting in potential health issues going undetected. The campaign aimed to address this challenge by creating a unique and engaging way to remind dog owners to prioritize their pets' health.
Target Group
The target group of this campaign was dog owners in France, specifically those who were not regularly taking their dogs for annual health check-ups. The campaign aimed to raise awareness among this group about the importance of regular health checks and to promote the new Purina ProPlan Veterinary Diet product line.
Idea
The main idea of the Purina Street-Vet campaign was to create a seamless way for dog owners to regularly check their pets' health. By turning dogs' natural behavior of peeing on poles into a health test, the campaign aimed to increase awareness of potential developing diseases in dogs and emphasize the importance of regular health checks. The Purina Street-Vet digital billboard collected and analyzed dogs' urine, detecting potential health issues and providing recommendations for specific Purina products. The campaign successfully reminded dog owners about the importance of regular health checks, resulting in increased intent to purchase Purina products and improved brand perception.
Results
The Purina Street-Vet campaign in France had significant results. Over 2,500 health checks were performed, revealing 1,024 health issues among dogs. The most common issues were alimentary imbalance (596 cases), followed by urinary infection (367 cases), diabetes (42 cases), and kidney failure (19 cases). The campaign also had a positive impact on dog owners' behavior and attitudes. 74% of participants were convinced they needed to visit the vet more regularly, and 94% changed their attitude about the importance of their dogs' nutrition. The campaign also improved the perception of Purina as a brand, with 77% of participants saying that Street-Vet improved the way they thought about the brand. Additionally, 83% of participants reported an increased intent to purchase Purina products. The campaign generated significant conversation and news coverage, reaching over 50 million impressions globally and creating enthusiasm among professionals and pet lovers worldwide.
Links
5. “Animal Alerts” - PetPace
PetPace implemented Animal Alerts using pet health data to detect earthquakes, leveraging dogs' sensitivity as a new approach.
Serviceplan Munich • 2024 • Retail - electronics • Peru • Latin America
Challenge
The challenge of the Animal Alerts campaign was to effectively harness pet health data to create a reliable earthquake warning system. This required combining the latest wearable sensor technology, advanced data analysis, and scientific evidence of animals sensing earthquakes to develop a scalable solution that could provide timely alerts to residents in earthquake-prone areas. Additionally, the campaign needed to recruit a sufficient number of pet owners willing to volunteer their dogs for monitoring and establish partnerships with media outlets for distributing the alerts effectively.
Target Group
The target audience of the Animal Alerts campaign was the 11 million residents of Lima, Peru, for distributing earthquake warnings in real-time. Additionally, the campaign aimed to recruit dogs from approximately 6 million households in Lima to participate in the earthquake forecasting program.
Idea
The main idea of the Animal Alerts campaign was to create the first earthquake warning system powered by pet health data. By utilizing the PetPace smart health collars worn by dogs, the campaign aimed to monitor physiological and behavioral data to detect potential earthquakes. The alerts generated through this data analysis were distributed in real-time through various channels to provide residents in earthquake-prone areas, such as Lima, Peru, with valuable evacuation time.
Results
The Animal Alerts campaign, launched in early 2024 in Lima, Peru, saw 175 volunteers signing up with their pets to participate. Since its launch, the initiative has successfully detected 18 seismic events, providing warnings to over 9 million residents in Lima. This system has given people valuable time to take necessary precautions and evacuate when needed. The program is also in the process of being rolled out to more countries with high seismic activity, such as Turkey and Japan.
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