Pedigree Pet Degree
Background: Create a digital first campaign for pedigree aimed at first time pet owners.
Insight: People treat their dogs like their kids, they would even send them to school if they could.
Solution: Teach these dog owners how to teach their dogs through social media channels and become an authority on dog training.
Social posts
After the initial posts pedigree will start posting “lectures” as short form videos on social media.
As well as scheduling a PR day of “graduation”
Alongside this, pedigree will use campaign branding on treats
And finally a filter will be released so people can make their pets the most recent graduate
