Mars, Incorporated is a multinational company founded by Franklin Clarence Mars in 1911, and a manufacturer and provider of snacks (candies and chocolates), pet products, food and symbiosience products. Pedigree is the core brand of pet products in Mars, Incorporated, with its sales network covering more than one hundred countries around the world. The cooperation between Pedigree and Social Touch represents a symbolic solution of Social Touch in the pet industry.
Mars is the first pet food producer to enter the Chinese market, with good quality and a great reputation. However, the online sales share of Mars has gradually been challenged by many competitors in recent years; it was quite urgent for the brand to overcome the obstacles and enhance its brand exposure and popularity.
Social Touch chose an appropriate spokesperson (Huang Xuan) for Pedigree from the emotion perspective, to spread the brand concept “feed the good”; we shot a mini movie of “the love story of Huang Xuan and his beloved dog” to place the “feed the good” concept into the movie. With the positive image and influence of Huang Xuan, Pedigree’s brand favorability was enhanced.
Broadcasted live video of the movie shooting scenes on the platform of Miaopai, and collected interesting moments during the shooting process for making tidbits to spread. Made best use of the materials from the shooting scenes to create derivatives contributing to further transmission.
After releasing the movie tidbits, encouraged fans to publicize and retweet UGC, including the lines and emoji from the movie tidbits, to influence more people to pay attention to the topic with the influence of fans.
Seized the opportunity of May 20 (520) —-the Love Confession Day, Huang Xuan confessed his love on Weibo with the attached link to the official mini movie to build up the suspense, enabling the fans to talk about the movie first. With the retweeting of Weibo KOL, expressing that “Huang Xuan’s dog is way luckier than his fans” to enhance dissemination and stimulate the discussion of internet users. And then, the official Weibo account of Pedigree responded to Huang Xuan’s love confession with pictures exhibiting the mini movie to show the love story of Huang Xuan and his dog while “giving dog food”( internet slang, means showing love) to the “single dogs”(internet slang, means single people).
The live video of shooting scenes were played for 400,000 times after realizing for one day, being liked by nearly 15,000 Miaopai fans.
Gained 8,540,000 Weibo views and 44,000 interactions
Gained 162,000 WeChat views
Gained 510,000 views of the official mini movie, and 192,000 views of movie tidbits