Mars Petcare uses influencers to launch #Pedigree6WeekChallenge

Mars Petcare, the pet food company, has launched the #Pedigree6WeekChallenge advertising campaign for Pedigree India.

The new campaign promises a visible difference in dogs' digestive system, skin and coat, muscles, bones, and natural defence within just 6 weeks of consuming Pedigree as compared to feeding home-cooked food. 

Mars Petcare with their digital partner, Jack in The Box Worldwide, has taken a data-driven approach for the digital amplification of this campaign with the ‘#Pedigree6WeekChallenge’.

The campaign is currently live and can be visited here.

The challenge uses a combination of influencer and WhatsApp marketing to get dog parents to first sample, then buy a 6-week supply of Pedigree Dry Food and support them through the six-week journey as they see their beloved pups become the best version of themselves. 

Salil Murthy, Managing Director, Petcare at Mars International India, said, “At Mars Petcare, we are always aiming to set the highest food standards and spread advocacy for nutritionally balanced diets for pets. We are committed to using high-quality ingredients that make your pets healthier and fitter for a happier living. With the #Pedigree6WeekChallenge, we are confident that pet parents will see the difference a balanced diet makes to their dogs and start preferring this alternative which is also time-convenient and cost-friendly.”

The #Pedigree6WeekChallenge was launched with influencers such as Shikhar Dhawan and Yuzvendra Chahal and Dhanashree as well as 100 nano influencers.

The team at Jack in the Box Worldwide conceptualised a rap song that is catchy, yet informative which influencers then turned into a fun hip-hop music videos starring their dogs.

The messaging in these music videos is the influencers telling their audience to win a chance of a 2-week 'staycation' at the Taj with their pets by taking the Pedigree 6-week challenge and see the visible difference in their dogs. A WhatsApp link was shared to enroll in the challenge and get a free sample. 

It is important to reach customers where they are, in this case, the team at Jack in the Box Worldwide and Mars Pet care decided to activate WhatsApp, enabling the brand to engage with customers in a personalised manner.

Through weekly updates and information, pet parents are guided through the healthy changes in their dogs by way of prompts and requests and provided links to buy a 6-week supply of Pedigree on the brand D2C website. The progress is also tracked by urging users to share images of their dogs through the 6-weeks, thus, also creating a bank of user-generated content.

Axon Alex, Managing Partner, Jack in The Box Worldwide, said, “The 6-week challenge was a great collaborative exercise with the team at Mars Petcare. This collaboration allowed us to flex our muscles both from a creative and UX standpoint. The rap song we conceptualised was to allow influencers to have genuine fun with their dogs instead of reading from a script. This combined with building the WhatsApp journey allowed us to interact with the audience through their entire journey from awareness to post-purchase which was unique and exciting.”