With DOGS for DOGS, leading dog food manufacturer Pedigree had the brilliant idea to “hack” the influencer of famous Instagram dogs to boost adoption rates for the less fortunate pets in shelters.
Instagram is where most online celebrities and influencers are born nowadays. But not all of them are humans. Pets, and especially dogs, are some of the fastest-rising “influencer” categories on the platform.
It is this growing fame, that Pedigree decided to use – for a good cause – in France: help raise awareness and boost adoption rate for less fortunate dogs in shelters.
Together with CLM BBDO, Pedigree launched “DOGS for DOGS,” an Instagram campaign that “hacks” the fame of some of France’s biggest dog celebrities.
Each Instagram famous dog (and its owner) accepted to share pictures and videos of a dog of the same breed who was up for adoption. The dogs looked alike, and Instagram users went on to like and engage with the posts of the shelter dogs, as they did for their more famous “brothers.” Together with the pics, videos, and Stories, viewers were invited to visit agirpourladoption.fr (literally: act for adoption) where they could find more information on how to adopt a shelter dog.
A first of its kind, the campaign is proof that influence can still be used for the good of others. And I love that it also reminds us that anyone, including dogs, can become influencers. Well played Pedigree.
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