Background

The Pedigree® brand is well known for its highest-selling treat product, Pedigree Dentastix. But in recent years, the Pedigree treat portfolio has expanded, and many consumers are unaware of the wide variety of treats that they could share with their dogs. So how do we show people the happiness all Pedigree Treat can give to their dogs?

Real studies proved that dogs’ wagging tails can express exactly what they’re feeling, and we needed to take advantage of this, using those tails to create something that everyone can understand: music. We used the dogs' tails as the orchestra’s conductor baton and created the most unpredictable symphonies. The results proved that whenever a Pedigree Treat was shown to the dogs, they created and directed happier and higher songs than when they were presented with other stimuli.

Idea

Treats are one of the best ways to show love to a dog, but not everyone knows this. So, how do we show people the happiness a Pedigree Treat can give to their dog?

As dogs’ wagging tails can express their emotions and coincidentally look similar to an orchestra conductor’s baton, we were able to translate dogs' emotions into music. We used the tails as an orchestra’s conductor baton and created the most unpredictable symphonies, proving how important it is to treat your dog and how happy Pedigree treats make them feel.

Strategy

Due to inflation and economic instability, dog parents have been cutting back on treating their dogs. Pedigree knows that treats aren’t just about indulgence but an essential way that we can connect with our dogs with something they truly love and understand. That’s why the Pedigree team makes a wide variety of treats, so that your dog gets the treat they love, with the nutritional value they need.

We also know that there is a mountain of dog-lover’s and fans online that are always looking for the best new dog-led content out there. So what better way to show our audience that Pedigree treats are essential to show their dog joy and receive it in return than creating the ultimate piece of dog content - led by a dog’s wagging tail, driving them to listen to the full album on Spotify to stream and help shelter dogs.

Execution

We teamed up with the Radio Polish Orchestra to create the most unpredictable symphonies, using dogs' tails to conduct the orchestra.

First, we wrote symphonies based on dogs’ personalities, then studied how the orientation of a dog’s wagging tail corresponds to different emotions and rearranged the orchestra's traditional layout to match these emotions. The dogs were presented with different stimuli, and the musicians followed their tails… The result was an album, available on all audio platforms, vinyl, etc.

Through music, we proved how much dogs love Pedigree treats and how dogs bring out the good in all of us.

Outcome

Pedigree successfully proved that experiencing the joy of our dogs receiving a treat through a grand orchestra performance was engaging and enticing for consumers. In just over a week, the brand was able to generate 15.6MM organic social views of the long-form content and becamethe most successful organic content on Pedigree’s history, sharing the joy with dog parents worldwide and changing their perception of Pedigree treats. It also reach +960% searches for Pedigree treats in Google. In the same time frame, we generated over 390K streaming royalties donations on our audio platforms and more than 325K impressions.