Integrated campaign utilising social media
The campaign had the objective of inspiring Australians to learn about the dangers of heartworm for their loved ones. Rather than the traditional ‘scare mongering’ approach, the campaign elevated the brand to an even more compelling proposition by developing the Heart Your Dog platform as an emotive not rational proposition.
Through an interactive survey, dog owners are classified into a persona that best fits how they ‘Heart their dog.’ Maybe you’re a Fashionista, All Star, Bestie, L-Plater or Guru. All had different approaches to dog health. A customised branded video is then generated integrating elements of user details, such as the owner's name, photo and dog's name. Users are then encouraged to spread the heart worm message through the social media channels, such as the branded Facebook page that was developed for the campaign.
The campaign is the evolution of a campaign in 2010 where over 80,000 dog lovers were engaged, which became an Advertising Effectiveness finalist for 2010. We hope to achieve the same this year.
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