Magazines: Winning Champions For Pedigree
This was a campaign designed to employ the trust and credibility of magazine titles to move Pedigree on and to broaden its appeal.
Aiming to get the brand seen as suitable for all types of dog, showcase its product range and get closer to dog-owners in general, Pedigree set out to build a community of interest - using magazines.
Zenith Optimedia knew from Touchpoints ROI tracker that magazine advertising and print promotions outperform the rest when it comes to credibility, authority and trust. A magazine partnership would also enable them to tap into the interactive nature of relationships readers have with their favourite titles.
TGI Lifestyle highlighted two titles delivering the precise targeting and excellent coverage required. Working with editorial and producing a range of advertorials, “What's your dog's thing?” became the springboard for a range of creative media ideas designed to further interaction and interest.
On top of some impressive results in brand perception, purchase intent and use, the campaign was also successful in driving readers to the on-line community - and in capturing valuable consumer data.
For more details click Pedigree Case Study.
