News & Views

Pedigree / Pic of the litter

by Contagious I/O

To mark October’s National Adopt a Shelter Dog Month in the US, Pedigree has created a Facebook Mask that, in addition to layering dog ears on top of users' faces, also lets them locate and adopt pups nearby.

Once users select the Adoptable Face Mask and point the camera towards themselves they can apply a number of different dog filters by shaking their head. These masks represent the most common pooch breeds found in shelters.

The Mask, created by BBDO New York, prompts people to nod when they find their favourite filter. This triggers a pop-up box showing users a pup of the same breed which is available for adoption. Once they enter their post code, the filter suggests a selection of dogs from shelters in close proximity along with contact details for each pup, encouraging people to get in touch.

This functionality is possible thanks to an integration with AllPaws, an online resource that matches people with dogs at a nearby shelter.

Contagious Insight / 

Fun and function / Facebook introduced its Masks in 2016, in response to the success of Snapchat’s Lens feature. Both Lens and Masks put an augmented reality layer on people’s faces, let them take a picture or video and then share it online. Brands have successfully integrated this technology in the past. When Taco Bell created a branded Lens on Snapchat, the filter was viewed 224 million times within 24 hours, with users spending an average of 24 seconds playing with the Lens before sending a Snap. Similarly, Gatorade told Contagious (subscriber-only content) that its Super Bowl-themed lens generated a 30% lift in ad awareness and an 8% lift in purchase intent. According to a 2016 piece on Business Insider, Snapchat users sent 30 million Lens pictures a day, making it premium ad real estate, costing between $100,000 up to $750,000 per day.

The Pedigree Adoptable Face Mask spreads awareness while also entertaining users.

‘The new Pedigree Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,’ said Elizabeth Barrett, Pedigree’s brand manager, in a press release. ‘We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.’

Back to the brand / In our case study (subscriber-only content) on Pedigree we covered the brand’s ambition to expand the dog-food category by promoting dog ownership. ‘Pedigree is as much about encouraging dog ownership as selling dog food,’ said Nick Garrett, CEO of Colenso BBDO, Pedigree’s agency in Auckland. The Facebook filter is another manifestation of this strategy.