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Love Again

Love Again | Petz | Ogilvy
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basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Petz is the largest pet retailer in Brazil with more then 65 stores. And besides selling everything for pets, from dogs to cats, birds and fishes it also organize and promote adoption drives. This year, instead of doing a traditional adoption campaign, we decided to use PR and create a shareable and newsworthy piece of content.
Strategy
We decided to rely on a social media video supported by a PR approach with influencers and popular media outlets. We launched the video and at same time did a press release informing all the data about stray animals in Brazil to help generate news media pieces, then we contacted influencers that are involved with the Animal cause and used them to spread the message. At the same time, our stores started new adoption drives with prominent placement for adoption messages.
Relevancy
There are more than 30 million stray animals in Brazil, and there have been tons of campaigns aimed at raising awareness about that. We decided to try a new approach with the Love Again campaign. We created a video with one of the most controversial and emotional subjects: broken hearts. And attached to it one of the noblest causes: pet adoption. And the result was an extreme successful PR story that reached the media and the timeline of more then 25 million people.
Outcome
The campaign had low media investment (around US$ 30k) for video promotion and rellied heavily on shared and earned results. We had more than 25 million views, with the first five million happening in only four days. The video was shared worldwide having impacted more than 126 million people, starting a conversation with the brand with more than 1 million comments and reactions. As a result, the campaign generated U$1 million in earned media. And the PR resulted in coverage in several national and international press outlets, including TV channels. Besides that, we had an increase in 12% in adoptions on the store sites in the 2 months after the video was launched.
Execution
To create our video we did an open casting asking for people that had tatoos of former partners/spouses that they wanted to erase. We selected 20 people and invited them into a tattoo parlor telling them that if they did the testimony we would present them with an option to cover the tattoo or get something else. After the testimony we brought in a dog or cat that had the same name (with printed tag) of their tattoo and invited them to adopt the dog, rather then to cover the tattoo. The experiment became a social media video and our main PR asset.
ClientBriefOrObjective
Production Budget: US$ 60.000,00 Media Budget: US$ 30.000,00
CampaignDescription
People do crazy things for love. Including tattooing the name of their boyfriend, girlfriend, husband and wife. But what happens when the love ends? Instead of erasing an ex's tattoo, we proposed something different, what about adopting a dog with that same name?
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Low Budget / High Impact Campaign
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