In Colombia Dog Chow is the number one dog food brand with a long history of credibility and history. But to maintain this position it was necessary for the brand to re-ignite the strong emotional bond with dog owners. This was especially important in a category that had seen a number of lower priced competitors threatened established brand loyalty.
In 2010 there were approximately 88,700 stray dogs living in Bogota. These abandoned dogs roamed the streets in search of food and their scavenging behaviour became a problem for the capital's inhabitants. Shelters offer only a temporary solution, but due to the lack of resources many dogs have to be put down.
Purina Dog Chow, a Nestlé pet food brand recognised that any true dog lover will always feel great sadness for these street dogs. There are opportunities for those who want to help to get involved with local animal charities but these are often well meaning, but amateur run affairs that are of little effectiveness.
Spotting an opportunity to take ownership of a solution to this problem, Purina launched a movement that allowed each pet owner to participate in a scheme that saved stray dogs. Consumers registered their pet, and for each registration Dow Chow guaranteed to feed a homeless dog. In addition, each registered dog owner was sent a free Dog Chow sample and a $3.000 coupon which created a re-purchase incentive for the brand. Alternative opportunities to participate were created for people who didn't have internet access.
A comprehensive media mix was employed to ensure widest reach: TVCs and programme elements featuring celebrities generated interest in the campaign. Print media raised about the stray dog problem in Bogota and then offered a solution. Outdoor registration stations were set up in key dog-walker locations. Dog loving celebrities were enlisted to engage the crowds and help drive registrations. Celebrity dog owners also invited people to join them in the main dog walking park in Bogota on Sundays.
Results
The goal was to register 100,000 dogs over a 6 month period.
Two months after launch more than 115,000 owners had registered their dogs. The Dog Chow registration site received 3,235,000 visits.
Dog Chow recruited 13,500 Facebook fans, compared to a country average of 5000.
Brand TOM and loyalty grew more than in the previous two years. Coupon redemption rate was 17% redeemed compared to a national average of 3%.
The success of this activity led Purina Worldwide decision to reproduce the idea in other markets.