The One Show
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Category
Innovation & Transformation / Innovation in Data
Annual ID
OS23_CU044M
About the Work
To get kids pestering their parents to adopt a rescue dog, we made kids the center of the adoption process – by turning their dog doodles into real adoptable dogs. Rescue Doodles is an innovative, interactive tool that matches children’s dog drawings with similar looking rescue dogs available for adoption. The experience was brought to life as a chatbot where kids / parents could text their doggy doodles to a Pedigree phone number. We then used AI and a machine learning model to analyze the drawings and identify the color, shape and breed of the dog and match it with a nearby rescue dog. The matching dog was then texted back to the user with a link to adopt. Each time a user got a doodle match, we gave them a shareable asset showing their kid’s drawing and matching dog, so proud parents could share it on social, and spread word of Rescue Doodles. The campaign launched with a supporting demo video, and every two weeks Pedigree posted a recap video showing the best user-generated doodles matches from that period.
By tapping into AI and turning doggy doodles into real, adoptable pets, we reached out to the key member of the family and gave children the opportunity to find the perfect dog for their family.
Our user journey saw incredible website to textbot conversion rates, 16x higher than industry average and had 56% higher than average textbot engagement levels. Dog lovers loved to engage with our AI doodle to puppy matching experience and we ultimately drove a 6% increase in traffic to Adoptapet.com where users could adopt a dog in real life.
We successfully aided our core brand purpose and saw a +2.1pt brand lift in message association with adoption efforts. In addition, our campaign news generated a total of 1,700+ placements resulting in 691 million impressions. Notable coverage included in-depth stories across key outlets such as People (syndicated 6x), It’s Nice That and Daily Paws (syndicated 5x), calling the campaign “ a genius way to find the perfect family dog.”
2023 Awards
Total Points: 3
Merit
Credits
Agency
BBDO / New York
Client / Brand
Mars Petcare
Animator
Ray McGale
Chief Creative Officer
Luiz Sanches
David Lubars
Matt MacDonald
Creative Director
Damjan Pita
Designer
Bhanu Arbuaratna
Director
Chloe Smolkin
Editor
Jason Kim
Alex Lubars
Executive Creative Director
Peter Kain
Content Producer
Reid Pierce
Lizzy Lehn
Group Planning Director
Annemarie Norris
Planner
Haley Follo
Project Manager
Tiah Marr
Account Manager
Chelsea Berk
Account Strategist
Joseph Williams
Azure Platform Architect
Scott Hermes
Azure Senior Architect
Victor Fuller
Business Manager
Shelly Bloch
Comms Experience Director
Brian Brydon
Delivery Manager
Stephen Fells
Deployment Supervisor
Christina Albert
Digital
Barefoot Proximity
Digital Studios Manager
Jimmy McGee
Director of BBDO Studios
Kelly Matousek
Engineer & Data Scientist
Rohan Kothakapu
EVP, Director of Data Solutions
Steve Viglione
EVP, Senior Account Director
Sally Nathans
Global Deployment Director
Kelly Donahue
Global Deployment Manager
Michael Kerr
Group Executive Director
Amy Wertheimer
Head of Interactive Production
James Young
Illustrator / Animator
Bo-Yoon Kim
Interactive Group Executive Producer
Katie Young
Junior Designer
Jong Yeu Wu
LINE PRODUCER
Jonathan Hsu
media
Essence Mediacom
Post Supervisor
Morgan Ammons
Production
BBDO Studios / New York City
Kin + Carta Plc.
Production Lead
Darlene Newman
public relations
Weber Shandwick
Scrum Master
Melissa Lee
Senior Development Manager
John Orozco
Software Developer in Test
Suhith Pasham
Software Development Engineer
Ignacio Gatti
SVP, Account Director
Elizabeth Maini
UX Designer
Clara Santamaria
UX Research
Isabella Terrazas
VP, Data Science
Cameron Turner
VP, Data Solutions
Christine Yang
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