After a thorough analysis SocialAppsHQ.com came to a conclusion that internet is a place where certain subjects trend and eventually become the talk of the town. Social Media has been helpful to many brands and products since its inception and has been a successful source of thoughtful and detailed insights as well for brand managers.
Seeking help of the internet, Pedigree, the specialists in the pet food category began a campaign on Youtube. The Internet really is a boon for pet-food marketers clever enough to capitalize on animal-obsessed Web culture without seeming too mercenary. Pedigree New Zealand uploaded a video of cute dogs being even cuter, which attempts to leverage YouTube’s revenue-sharing model to raise money for dog charity. The initiative carries the strapline ‘Every dog matters’, which is intended to fit with the brand’s overarching ‘We’re for dogs’ positioning.
Already people on the social media domain needed no reason to watch cute and appealing videos of cats and dogs and here, pedigree incorporated a social cause to it. So now when seeing this cute video, you are not wasting time but actually you are participating in a charitable task.
Every view will be monitored by YouTube, and Pedigree has pledged to donate £25,000 to the PCT for every 25,000 people who view the channel.
The concept behind such a campaign is that, ads are not very encouraging to watch and people are generally reluctant to share them across their channels. A video involving cute dogs doing mischief is something everybody wants to not only see but also share. Thereby, for its famous ‘Adoption Drive’ campaign, they created this super cute Doggy video, and enabled YouTube’s revenue sharing model, to make every global view earn money for the cause. There have been more than 5 lac views already and the deal is working out to be quite of a success already.
Of Course the social media campaign comes with the risk of the video not going viral, and big $$ values not returning as expected, but as of now the campaign has shaped out well and is being able to fill in the reserves.
This video in particular is a part of Pedigrees ongoing Adoption drive which bases its activities on the fact that an estimated 107,228 stray dogs were taken in by local authorities in 2009. Likewise, the brand aims on saving the lives of at least some dogs and giving them the care that they deserve.
via SocialAppsHQ Blog http://ift.tt/1iAUs9L
No comments:
Post a Comment