We turned poop into a communication vehicle -- and got dog owners to understand that their pet's poop was actually saying something about their health.

Instead of telling dog owners outright that Science Diet is just a better food, we proved it. For just one day, we took over dog parks and talked to pet owners about the "stuff" they pick up every day – and the importance of knowing what that stuff says about the food they’re feeding. And because Science Diet is the "Vet's #1 Choice to Feed their Own Pets," we brought a veterinarian along with us to talk to dog owners about their pet's health for free.

We used poop bag dispensers, poop bags, domes, posters, a tent, flyers and a mobile site to let dog owners know their dog's poop is the perfect link to proper nutrition.

In just one day, 90% of the people we intercepted were not only talking about poop (with a smile), but making the connection to nutrition.

Half of them took advantage of our Free On-site wellness checks.

In addition, our social chatter and mobile engagements increased by 400%.