DraftFCB’s top digital dogs

DraftFCB has already won
a fair swag of awards for its Driving Dogs campaign, and the accolades keep
flowing, with the most recent addition being the Q4 Yahoo Digital Strategy Award for the media department. 

“This campaign took a
key consumer insight about perceptions around SPCA dogs having behavioural
problems and created a digital campaign that could not have been as successful
on any other media,” says Yahoo! New Zealand general manager, Laura

Alongside a major PR offensive that saw the campaign launch through Campbell Live, DraftFCB Media, led by
digital director Steph Pearson and head of digital & content Harri Owen,
developed rich video content which they then seeded through paid, owned and
earned online media to generate over ten million views.

“Rather than a one dimensional
social strategy, this multi-layered campaign targeted pet purchase moments,
online pet environments and a range of social platforms to generate extensive
reach. They also kept the dogs as ‘heroes’ rather than the Mini brand at the
initial stages,” says Maxwell-Hansen.

As a result of the
campaign, there was a 40 percent increase in awareness of Mini’s SPCA
sponsorship and a 590 percent increase in visits to the dog adoption section of
the SPCA’s website.

“Driving Dogs was the
clear winner, with a cleverly conceptualised and well executed campaign across
multiple platforms, that delivered exceptional metrics, changed perceptions and
led to a rise both in interest in SPCA dog adoptions and sales for Mini,” says fellow judge Helen Baxter, managing directrix of Mohawk Media. “t’s an excellent example of a commercial/charity partnership that
leveraged an effective digital strategy and a stand-out creative idea to create
global viral coverage and tangible results for both partners.”

DraftFCB Media, which won last year’s overall DSA prize, is up against Q1 and Q2 winner SparkPHDiQ and Q3 winner Contagion for this year’s top prize, which is set to be announced later this month.

Up for grabs is $10,000
of media space on Yahoo! New Zealand plus free entry into the CAANZ Media
Awards Best Use of Digital category in 2013.

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