Veterinary professionals are challenged to find ways to educate pet owners about the importance of oral care and creating healthy habits with their pet. The objective was to generate awareness of Pet Dental Health in Canada. Core messaging focused around "Add More Smiles to Their Life" to stress to pet owners the importance of oral health in relation to overall pet health. The campaign provided resources and tools for veterinarians and consumers that enabled pet owners to easily understand how to maintain their pet's oral health.

The execution involved in-clinic promo kits, an overhaul of PetDental.ca, and giveaways and prizes through the Hill's Smile Sweepstakes. Through Facebook and YouTube integration, the campaign gained momentum; rich media and banner ads started the conversation. Veterinarians were targeted through public relations via press release, Vet Practice News Release and PR News Wire Release. The outcome was a huge success with many clinics offering their appreciation for rejuvenating Pet Dental Health Awareness (PDHA) and delivering non-traditional marketing to their clinic. In the first month, Hill’s Canada saw a 6% increase in total t/d Oral Care volume over the previous year. It also helped make Hill’s Prescription Diet t/d the #1 Vet Recommended Dental Food

The campaign was a culmination of 14 months of collecting insight, testing and evaluating; it launched as a complete program focused on Pet Dental Health Awareness.

— Campaign kits were mailed to every veterinary clinic across Canada

— Overhauled PetDental.ca portal launched

— Press releases are delivered

— Facebook ads and videos launched to drive users to the Hill’s Smile Sweepstakes on PetDental.ca. Sweepstakes ended April 30, 2013

— PetDental.ca live all year

Engaging, animated videos show the friendlier side to the dangers of oral problems. The simple, yet effective, creative gave life to the brand and the clinically proven nutrition it provides. All touchpoints were cohesive and outlined the ease and importance of oral health. The singular message "add more smiles to their lives" speaks to pet owners in that just by taking care of their pet's dental health, they can increase their pet's overall health and wellbeing.

Sales Volume: Sales of the Prescription Diet t/d Oral Care increased by nearly 7% in canine and 4% in feline

Hill's Smile Sweepstakes Entries: 224% to goal

Clinic Sampling Program enrollment: 7% above goal

The campaign succeed in raising awareness with professionals and pet owners, improved the lives of pets and sold so much product it became the #1 Vet recommendation for dental care.