YM – PROTECT THE ULTIMATE LOYALTYBy PHAM NHAT MINH – THE CONTINUOUS LEARNER
Market landscape and Business objective
Overview of dog food market: high opportunity but there is such a strong barrier rooted from long-lasting habit
Opportunities: 2.8 million dogs adopted in 2015 10% yearly increase in value of market Only 13% penetration
This is the right time for Pedigree to convert barrier into public’s support by implementing a marketing campaign that:
PROTEST THE HABIT OF EATING DOG MEAT
Business objectiveSocial objective: Create a strong engagement with public to protest the act of eating dog meat
Marketing objective:- Reach 5,000,000 people- Increase brand awareness: 1,000,000 people- Recruit: 50,000 new buyers
Opportunity to develop the market
Barrier: the long-lasting habit of eating dog meat, which receive a lot of controversy recently
Target audiences
People who’re eating dog meat:- 20 – 35 year-old- Living in 6 big cities- Actively access to Internet and expose to Social media
How do they think about dog?
A top-of-mind symbol for loyalty
How do they feel when eating dog meat?
Avery distinctive and flavorful taste
INSIGHT“The distinctive and flavorful taste of dog meat has overshadow my mind. I forget this taste has rooted from the most loyalty human friends, which is often taken for granted”
Big ideaTASTE OF THE ULTIMATE LOYALTY
Approach: Wake up people by the fact that the taste they like actually coming from swallowing the most loyal friend on earth and make them feel guilty and ashamed whenever eating dog meat.
Phase 1. Trigger:HOW IS THE TASTE OF
LOYALTY?
2. Amplify:LET’S PROTECT THE ULTIMATE LOYALTY
Key message The delicious taste of dog meat actually is the taste of loyalty
The ultimate loyalty of dog need the
Key hook Interactive billboardViral clip
Social competitionOn-ground campaign
Supporting tactics Advertorial/EditorialFacebook ads/ Forum seeding
Advertorial/EditorialHot Bloggers/Internet Influencers
Timeline 2 months 2 months
Budget allocation 60% (600,000,000 mil) 40% (400,000,000 mil)
Phase 1HOW IS THE TASTE OF LOYALTY?
Interactive billboards at shopping center
How to create shocking effect?A trigger question for audiences: Do you know how is the taste of loyalty?
It’s not the answer on the screen: sweet like chocolate or candy
NO! IT HAS THE TASTE OF DOG MEAT
How to create touching effect?A clip of how dog love human and then how he/she experienced painfully to become food on table
Even when dogs died painfully, it became the most tasty dish to complete the loyalty to people
This is the ULTIMATE loyalty
At the end, audience will have choice to choose “Do they want to eat the loyalty?”
Phase 1HOW IS THE TASTE OF LOYALTY?
Viral clip: The taste of loyaltyHow create viral effect?
A clip capturing expression of participating audiences would be spread on social media
Viewer could choose “Do you want to taste the loyalty” by clicking Yes/No interactive button
Phase 2LET’S PROTECT THE ULTIMATE LOYALTY ON EARTH!
Social support
Online citizen share the “The taste of loyalty” and share their touching story about beloved dogs
Utilize the support and participation from Hot Bloggers and Internet Influencers to the campaign “10,000 commitment to save dog”
For each commitment, 1,000 VND will be put in Pedigree fund
From to Reality transformationThe Pedigree fund will be used to rescue
the kidnapped dogs to create the real transformation
Thank you