The Pedigree campaign is not only a charming way to advance an important cause through storytelling, it was also a 2017 Cannes Lions creative competition winner. Like other Cannes Lions winners, the Pedigree campaign demonstrated the importance of creativity to achieving extraordinary business results.
Researchers evaluating the Cannes Lions winners concluded that the best campaign ROI is achieved when “investment is channeled into creativity.” Winners for creativity showed a 51 percent increase in ROI and did the best job of playing on the audience’s emotions and sense of shared purpose.
Dr. Christina de Blanzo, a neuroscience consultant, explained, “Emotion is important because it drives decision-making. Storytelling is important [because] it triggers memory, it brings this connection.” She continued by stressing the importance of authenticity in storytelling. Dr. de Blanzo said, “Our brains are hardwired to detect when people are being inauthentic, and when brands have an insincere message, it puts consumers off and prevents identification with the product.”
Pedigree’s “Child Replacement Program” campaign also is a great example of story completion. The Pedigree creative invites “empty nesters” into a story and allows us to recognize the truth of the campaign as reflected in our lives or those of others we know. This is a powerful and emotionally engaging approach that the research department at Howard/Merrell revealed using neuroscience diagnostics on the MasterCard Priceless campaign.
Finally, the Pedigree campaign demonstrates how to integrate traditional media, public relations and social media to engage its empty-nester audience in a relevant and extremely personal way.
Let me know if you enjoy Pedigree’s Child Replacement Program video as much as I did. Visit the Services section of our site to see how we can help you persuade the right people to make your brands a part of their life.