Instead of creating an ad to demonstrate the irresistibility of Pedigree DentaStix, Pedigree created a product - Pedigree SelfieStix. A specially designed phone accessory that attaches a DentaStix to any phone, so you can capture the perfect dog selfie every time.
SelfieStix launched via a campaign that included online film. The film stars a dog who has learnt how to mimic her owner’s selfie ‘duckface,’ and repeats the action in a comedic way to try and earn a delicious Pedigree DentaStix. The film directed people in store or to a Shopify page to get their free SelfieStix with a purchase of DentaStix.
The product was supported by a companion app. Like Snapchat lenses, but for dogs, the SelfieStix app uses a machine learning network to recognise the faces of different dogs, allowing owners to accurately add fun and quirky filters to their beloved pooch. It then lets people share these filtered selfie snaps across social media. The app has become an enduring platform for Pedigree DentaStix, allowing updates and notifications to be pushed out throughout the year, and driving repeat use of the SelfieStix clip and purchase of the Dentastix product.
For every dog owner in the country, the campaign generated 5 interactions and Pedigree DentaStix saw a 24% sales increase year on year.