Branded content in Brazil is currently quite limited to the digital world. The rules and limitations on TV and radio channels make the Internet the most sensible vehicle for brands to create powerful, relevant content that can make a difference for them and their target. Given the force of the former two media, branded content has not been publicized widely in the country, especially if we examine the segment that we are working with in First Days Out: pet food and pet care.

The film was launched on the brand’s fan pages. The objective was to draw attention and win over dog lovers. Using this audience and their sharing the film on their social networks, First Days Out reached an even broader audience, which also took in non-dog lovers. The second stage was to publicize the film on YouTube, placing it as preroll content. Eventually, as the film became increasingly popular, dog-related blogs also began featuring it.

The numbers speak to the project’s success. On the first week, the film was watched over 9 million times. Also on the first week that it was posted, it hit over 142.000 likes and over 78.000 shares. On Youtube the film had 99% percent of approval and Pedigree brand channel had an increase of 80% on the number of subscribers. Such was the impact on internet that the film spread as editorial content for some of the most important TV News in Brazil.