Dogs are basically honorary members of the family these days, but most pet parents, especially those of mixed breed dogs, still don’t know one important things about their pets: their breed makeup. So Cesar helped them do just that by giving pet parents an innovative way to learn more about their best friends, and in turn giving them another reason to Love them Back™.

At our mobile experience, FeedtheFriendship.com, our one-of-a-kind dog facial recognition technology accurately determines up to three breeds that make up your pooch. Just upload a photo of your dog and get a custom, illustrated badge representing your dog’s breed combination. Along with your badge, you were given a full ancestry breakdown for your dog’s unique breed history and characteristics that we sourced from Wolfram API. At the end of the experience, you can learn even more about your dog by entering to win an actual Dog DNA kit. We promoted the site with a series of online videos, dog social media influencers, social posts, mobile banners, and rich media units over 3 months. The site garnered nearly 230MM impressions with thousands of dogs uploaded and decoded.

The program was a success, with over 230MM impressions, nearly doubling our expectations. Over 10,000 dogs were decoded with more than 1,800 owners entering to win a kit with 500 awarded winners each receiving each containing a DNA test and placemat. Impressively, the average visitor spent close to a minute on the site. But perhaps more importantly, we helped pet parents grow closer than ever to their best friends.