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Purpose-focused Storytelling

Pedigree’s Content Marketing Has Gone To The Dogs. Literally.

If you’re looking for a case study about content marketing based upon deep target audience insights, then here’s a real treat … a doggie treat, in fact.

This is also a great example of purpose focused content that makes lives better, for both dogs and their humans.

Radio content, to be exact.

And, no, I’m not making this up.

In a D&AD Foundation case study about Pedigree’s “Sit. Stay. Enjoy. K9FM” campaign, BBDO Creative Director Levi Slavin explained that “the idea came out of science-based observation that dogs get lonely when left home alone.”

In response, the agency designed a purpose-focused program to provide dogs “with content that would both relax and be fun, for pets and owners alike.”

The bones (pun intended) of the campaign included:

  • Partnering with New Zealand Radio Broadcasting to gain access to an available frequency
  • Partnering with a music and sound studio
  • Creating a 24 hour radio program including music and voice
  • Hiring talent to produce the programming

Launched in March 2014, for a 3 month run, the programming focused upon canine-oriented topics.

K9FM received over a 1,000 phone calls during the first two weeks of the campaign, and Pedigree dog food enjoyed a 3 year sales high.

The programming ranged from a segment called “The Frisbee: Voodoo, Magic or Science” to a program called “Cuts of Meat” featuring someone seductively reading a list of cuts of meat. Stitched in between the spoken word programming was classical music.

Ok. Cute, right? But did it work?

As reported in the case study, K9FM received over a 1,000 phone calls during the first two weeks of the campaign, and Pedigree dog food enjoyed a 3 year sales high. By the campaign’s end, K9FM had an earned reach of 10x the original target.

What made this work?

According to Slavin, the success of the program is because it was purpose-focused.

“The brand content we made for K9FM was such fun to make with so clear and real a purpose,” he explained, “the focus now is on how to push it out further.”

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