Dogs have dogs - Pedigree | Clapboard Ad Archive
Dogs have dogs is a 2018 digital campaign from Pedigree created by BBDO that harnesses the unexpected power of canine social media influencers to drive awareness and action around dog adoption in France. By spotlighting the growing phenomenon of Instagram-famous dogs, the campaign ingeniously turned these four-legged celebrities into advocates for their less fortunate counterparts through an initiative called Dogs for dogs. Influential French Instagram dogs temporarily lent their accounts to showcase other dogs of the same breed who were waiting to be adopted, transforming their follower base into a silent army of supporters who engaged with the posts unaware that every like translated into real-world support for abandoned dogs. This seamless blend of authentic social media behavior and cause marketing was anchored by a direct call to action linking followers to agirpourladoption.fr, a platform facilitating adoption, thus bridging digital engagement with tangible outcomes. Pedigree’s decade-long commitment to animal welfare through the Agir Pour l’Adoption program underpinned the campaign’s credibility, reinforcing the brand’s role not just as a pet food provider but as a proactive champion for shelter dogs. What Clapboard’s taxonomy classifies as FORMAT#5 EXEMPLARY STORY is evident here as the narrative revolves around the product’s ethos and social mission, positioning Pedigree’s support for adoption as the pivotal element that enables the story’s resolution—turning Instagram fame into a force for social good. The campaign’s clever appropriation of influencer culture not only expanded the traditional reach of adoption messaging but also infused it with a relatable, contemporary twist that resonated with a digitally native audience. The campaign earns 74/100 in Clapboard’s global creative archive. Dogs have dogs matters to the industry because it demonstrates how brands in the pets category can leverage emerging digital behaviors and influencer dynamics to activate social responsibility in a way that is both innovative and genuinely impactful.
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