Iams

The Challenge
Celebrating its 12th year – the goal of the 2010 Iams Home 4 the Holidays campaign was to raise awareness about pet homelessness and educate consumers about the importance of choosing pet adoption or rescue when considering a new dog or cat. The challenge was to execute a successful campaign during a crowded news cycle - the holidays - with fresh, exciting ideas that would drive media/blogger coverage and resonate with potential adopters.

The Approach
We developed a robust online consumer engagement strategy and leveraged the Iams social media channels (Facebook, YouTube and Twitter) to drive participation, grow fan base and generate coverage with important online/blogger influencers, stakeholders and media. To bring the pet search, selection and living experiences to life in real time, we selected two ‘Adoption Angels’ – consumers who allowed Iams to follow them through their entire pet adoption journey and document it for Facebook, the brand website and with media influencers.

The Results

• More than 1.1 million pets were adopted between Oct. 1 and Jan. 4
• 5 million bowls of Iams pet food was donated to animal organizations via social media channels and retail sales
• Generated more than 177 million media impressions
Iams Facebook fans grew from 4,000 followers to more than 165,000 in just 3 months