Pedigree Taps Facebook for Pet Adoption Drive

Mars’ Pedigree brand dog food turned to Facebook to promote its annual Pedigree Adoption Drive campaign, which invited Facebook members to “Become a fan, help a dog.” For each new fan of the drive on Facebook, Pedigree donated a bowl of food to rescue groups and shelters.

Challenge

Pedigree’s goal was to raise awareness for homeless dogs and funds for the shelters that take care of them. “We were trying to create an online community for people who have a passion for pets,” said Lisa Foley, manager of interactive marketing at Mars Petcare U.S.

via Pedigree Taps Facebook for Pet Adoption Drive – eMarketer.

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