National Adopt a Shelter Dog Month kicked off this October, and to help raise awareness for the cause, the PEDIGREE brand has teamed up with Facebook to launch a customized camera effect that is now live. As one of the first brands to launch a customized camera effect, the PEDIGREE brand is using this technology to amplify the message behind its global FEED THE GOOD campaign, which is that dogs make us better people and that all dogs deserve a loving forever home.
Consumers looking to use the PEDIGREE camera effect will find a variety of fun doggy-faced overlays to try out, accompanied by information about adoptable pooches in their area. In addition to promoting adoption through the creative design, the PEDIGREE brand will also be giving back to dogs in need with this new campaign.
“The new PEDIGREE Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,” said Elizabeth Barrett, PEDIGREE Brand Manager. “We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.”
The PEDIGREE brand’s Facebook camera effect – created by BBDO New York – allows users to choose from multiple breeds of dogs to layer onto their selfie. The technology then takes it an adorable step further by showing a real adoptable dog of a similar breed nearby, with help from AllPaws, an online resource that matches pet parents with a dog at a nearby shelter. The highly shareable filter combines camera technology with a cause to help dog-loving users find their potential new furry best friend.
By creating this Facebook camera effect as an extension of the FEED THE GOOD campaign, the PEDIGREE brand is reminding consumers of the joy dogs and humans can bring to each other, as well as the numerous pups in need of a forever home.
The PEDIGREE Brand is the number one brand of dog food and treats in the world, feeding more dogs than any other brand. The PEDIGREE Brand offers a wide variety of products and formats for dogs at every life stage. The PEDIGREE Brand is built on an unwavering love for all dogs and a commitment to dog adoption.