We created “My Dog My…” for dog owners to rejoice in seeing their “baby” or “best mate” on billboards locally. We used outdoor digital panels to project images and stories of relationships – in the very communities these dogs and owners lived.

We created a single location to collate images from social platforms and our website, with a goal of 15,000 stories. We posted over 400 pieces of creative, targeted to 100 different postcodes with new dogs rotated weekly. In store, owners found their dogs’ nicknames on food trays. Their stories became brand stories – affirming that their dog deserved My Dog.

“My Dog, My…” delivered pet personalisation and local targeting in a way never before executed in out-of-home digital media. We were rewarded with 12% sales increase – smashing our target of 5%.

Over 50,000 people shared their story with MY DOG®, surpassing our benchmark of 15,000 entries. Once these stories were celebrated in local communities, owners shared their MY DOG® stars back to their own digital networks, sparking more online conversations and creating over $300,000 value in earned media. “My Dog, My…” has become an innovative platform for our brand that will be built upon for many years to come.