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In 2011, the My Dog agency, in partnership with Starcom, launched a campaign to increase awareness and trial of the new My Dog Fish range. Targeting dog owners aged 18-54, the campaign aimed to impact shoppers within retail spaces. Results showed a remarkable 429% increase in top-of-mind awareness among dog owners. ShopaLites proved the most effective medium, with 81% recall among consumers in shopping centers, leading to a 20% increase in future trial, with 63% of consumers expressing intent to try the advertised product.
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Mars Pet Food Campaign: My Dog Agency: Starcom Year: 2011 Source: oOh!media Objective: Increase awareness and future trial for the new My Dog Fish range Audience: MGB’s 18 – 54, Dog owners Strategy: Impact shoppers in the retail environment with close retailer proximity to influence trial. Results: • Post campaign, the My Dog Fish range experienced a 429% increase in top of mind awareness among dog owners within the retail environment • ShopaLites proved to be the most effective medium with 81% of consumers recalling seeing the My Dog advertisement within the shopping centre environment • Post campaign saw an increase of 20% future trial, with 63% of consumers agreeing they would try the My Dog Fish product being advertised
