In this week’s edition of ‘Minds Behind Effective Marketing,’ Valassis’ Jason Kaplan speaks with the team at Mars Petcare and BBDO New York about their Effie-winning campaign for Pedigree Dentastix, ‘SelfieSTIX: Making it easier to get close-ups with your dog.’
Meet Angela Cameron, Global Portfolio Marketing Manager à Mars Petcare et Karin Santiago, VP, Strategy Director at BBDO New York, the creative and strategic minds behind the work, who shared a closer look at how the Dentastix SelfieSTIX came to be and how the effort contributed to the brand’s largest spike in sales since 2015.
Dentastix was one of the first oral care products for dogs, but as more brands started to enter the category, Dentastix needed to rethink their approach to break through and stand out to consumers. So they decided to appeal to dog owners’ emotions. The idea for SelfieSTIX came to be from the team’s insights that 1) dogs love Dentastix like a treat and 2) pet owners love posting selfies with their dogs, but their dogs were almost never looking at the camera.
To address the pain point for pet parents, Dentastix created a one-of-a-kind brand experience, innovating the SelfieSTIX treat clip and Dentastisx Studios, an app to help capture the perfect selfie with your dog.
When speaking to the effectiveness of the campaign, Santiago reminds us that ‘emotional work works.’ SelfieStix sold out at Target during their 10-week activation.
Regardez l'interview (above) and then Cliquez ici to read the case study. Valassis has unlocked ‘SelfieSTIX: Making it easier to get close-ups with your dog’ in the Effie Case Database through June 17.
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Un merci spécial à nos partenaires de Valassis pour nous avoir permis de discuter avec les dirigeants à l'origine de certaines de nos œuvres préférées récompensées par un Effie. Pour en savoir plus sur Valassis, Cliquez ici.
