Introducing SelfieSTIX: an idea that turned DentaSTIX from a functional oral care product to an irresistible dog treat (that just so happened to be good for your dog’s heath).

The objective for this work was to turn around a global brand in decline. But, perhaps more importantly for the long-term, it was also to test a whole new way of working, relying on one of our smallest markets to innovate, prototype and validate a scaleable solution for a big global challenge.

Given the business challenge and our objectives, we knew that a simple communication idea wasn’t going to be enough. SelfieSTIX is an integrated platform with multiple real world and digital elements that brings dog and owner closer together by rewarding the owner with the perfect selfie portrait and the dog with the perfect treat.

BUSINESS RESULTS

Objective: Dating back to 2013, PEDIGREE campaigns in the NZ market typically see a 4% - 6% increase in sales. We wanted to beat this.

Result: ACHIEVED (in fact we more than doubled it)

The campaign was a huge success. The popularity meant that during the campaign PEDIGREE DentaSTIX achieved 13.3% increase in sales volume compared to the pre-campaign period . This uplift was huge for the brand and equated to the HIGHEST MONTHLY SALES ON RECORD FOR DENTASTIX in NZ .

MARKETING OBJECTIVES

Objective 1: From a retailer perspective, we judged ‘engagement’ by an increase in distribution, as if they believed in the idea they were more likely to give us space.

Result: ACHIEVED

During the campaign period DentaSTIX saw an increase in distribution by 8.55% .

Objective 2: From a consumer perspective, we wanted to get more people to literally ‘engage’ with the brand by buying it. We set an ambitious objective of getting SelfieSTIX into 1 in 4 NZ HOUSEHOLDS with dogs. With annual penetration running at 25% , achieving this in just 8 WEEKS would be a big feat

Result: OVERACHIEVED

SelfieSTIX became a major hit with NZ dog owners. In fact, it was so popular that in just 8 weeks approx. 1 IN 3 NZ HOUSEHOLDS WITH DOGS got their hands on a SelfieSTIX.

BRAND OBJECTIVES

We wanted to understand the appeal of the idea and its potential impact if we scaled it to bigger markets.

Objective: We didn’t want people to download the app, we wanted them to genuinely engage with it and create buzz around it. We therefore set the ambitous goal of getting 1 in 2 people who took a picture with our app to share it on their social feed.

Result: OVERACHIEVED

59% of those who took a selfie with their dog shared it on social media .