As a developing market, 79 per cent of dogs in Thailand are fed with home prepared food such as rice, meat and vegetables. This does not provide the nutrition that dogs need, but many owners are resistant to change because of lack of information and a strong emotional attachment to preparing food for their dog. These beliefs and behaviours create a market where dog food manufacturing companies are left to compete over the remaining 21 per cent in order to drive sales. Against this communications challenge, the Campaign set the goals of increasing value growth from converting home prepared food users by 125 per cent, driving total value growth by 8 per cent, and increasing market share by 10 per cent, bumping the brand up to market leader by year end.
The challenge was to persuade "Loving Food Preparers" that feeding with Pedigree was not empty of emotional value, but in fact the choice for owners who genuinely loved their dogs. So Pedigree created a heartrending "canine interest" drama, which took the target on an engaging two-month journey, documenting the 'Miracle' transformation in health and spirit of a real dog named 'Olive' who suffered malnutrition from home-prepared food. After Olive's transformation under Pedigree's care, the Campaign unveiled her as the 'talent' in a '5 Signs of Good Health in 6 Weeks' TV, OOH, sampling road show and in-store campaign.
Value from converting home prepared food users grew 239 per cent versus the objective 125 per cent - turning a significant source of loss in previous months into Pedigree's largest area of growth. This fuelled total value to grow by double the objective of eight per cent at 16 per cent -four times the category rate. Pedigree became market value leader for the first time by increasing value share 22 per cent, considerably higher than the 10 per cent goal set at the campaign's outset. All of this was achieved in three months - half the original objective.
Prior to the campaign, spoilt-for-choice snack lovers in China had become saturated and satiated with new potato chip launches which took place daily. As a result, they lost interest and involvement and chip choices became thoughtless, random and haphazard. This trend had become detrimental to Lay's business: campaign appeal progressively dropped by 7 per cent, and top-of-mind brand awareness went into a dangerous minus three per cent decline. Lay's set out to reverse the slide by breaking through to customers by generating active involvement with the brand.
Research suggested that preference for different kinds of spicy flavours varied across geographies and provinces in China, where people from the northern regions would prefer one type of spicy flavour and those from the western regions another. Moreover, preferences were, in fact, a matter of deep cultural identity and intense pride. To tap into these latent feelings and to inject controversy into the issue, a national vote was created, pairing Numb & Spicy Hotpot flavour against Hot & Sour Fish Soup flavour - two iconic spicy dishes from different regions in China. The campaign took the form of a nation-wide popularity vote between the two flavours, with each fronted by a celebrity spokesperson. A series of provocative TV and online commercials was deployed, followed by a live online vote, with roadshow and PR event support.
Over the duration of the campaign, Lay's top-of-mind awareness levels soared by 29 per cent against the same period in 2009, driving a reversal of the steady decline in top-of-mind awareness levels in the first 4 months of 2010. Over 7.5 million people voted in the contest.
Vitasoy is an old and trusted brand in Hong Kong, with 70 years of history, but in 2010 its core consumers were young people in their 20s who saw the brand's communications as more relevant to parents and older adults. Vitasoy's challenge was to connect with this younger generation and improve its monthly consumption rate compared to other non-alcoholic drinks.
In recognition of the brand's 70th anniversary, Vitasoy created 70 limited-edition packs that carried special 'instant' messages, offering consumers the chance to pass these messages to friends - a real-world mimicry of instant messaging. Customers could also fill out their own messages on special blank packs, a line of fridge magnets helped keep the campaign alive, and special message stickers that could be attached to Vitasoy packaging were also available in popular magazines. Through its website, Vitasoy encouraged consumers to create customised pack designs and upload them to blogs and Facebook.
In the first two weeks of the campaign, year on year sales increased by 40 percent. For the month of March, the brand's volume share grew to a three-year high, and all 40,000 fridge magnets sold out within two days. The campaign earned 19,000 fans on Facebook, while 7,000 fans supported one person's independently created Facebook app. The campaign generated more than HK$1 million worth of PR coverage.