2017

Child Replacement Programme - Pedigree, New Zealand

Empty Nest Syndrome is the loneliness parents feel when their children leave home. The Pedigree Child Replacement Programme targeted 'Empty Nesters' with a comically blunt campaign encouraging them to adopt a dog and 'move on' when their kids moved out. All work directed parents to their website where they could match the characteristics of their child with the characteristics of an abandoned dog– ensuring the perfect replacement was found. The campaign drove an 824% lift in dog adoption enquiries through animal shelters as well as a 16% lift in Pedigree’s sales.

Visits to the site far exceeded forecasted expectations, forcing them to find more shelter dogs to meet the demand. In six weeks, they got more online dog adoption enquiries than in the last two years combined, helping to make The Pedigree Child Replacement Programme the most successful Adoption Drive campaign in almost a decade.

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Child Replacement Programme - Pedigree, New Zealand