Pedigree found a clever way to make people raise money for dogs in need without asking them to give money, but asking them to watch and share a 1 minute video.
Nowadays, internet is shaping our lives and sense of self. This fact is also reflected in the way we perceive our support for a social cause. By signing online petitions, sharing links or statuses, many people feel they have contributed to the world’s change for the better. In many cases actually it turns out that these ‘slacktivism’ actions have no real world impact.
Knowing that they can’t stop the ‘slacktivism’ trend, the Pedigree team decided to take advantage of it. The company created an online campaign for its platform Pedigree Adoption Drive with the only purpose to determine people share it in the online medium.
The campaign entitled ‘Share for Dogs’ was created together with the Colenso BBDO advertising agency and Finch as the production company. The video showing cute puppies doing cute things is very easy and fun to watch. By simply watching the video and sharing the video, people have the power to raise funds for dogs in need.
The mechanism behind Pedigree’s campaign is quite simple. YouTube has a feature called monetization through which owners whose videos gets a lot of views receive a portion of the profit generated from the pre-roll advertising. Pedigree decided to donate all of the revenue from their ‘Share for Dogs’ video, so the company’s only mission is to attract as many views and shares as possible. That means to make people do what they actually enjoy most in the online world: share things. Pretty clever, isn’t it?