For the 2016 Westminster Kennel Club Dog Show we created a social campaign to showcase Purina’s support within the Breeder and Enthusiast community and increase awareness of Pro Plan’s winning track record.
Creative Team: Liz Lightbody, Carrie Ingoglia
Prior to the show, we posted a video showcasing Purina Pro Plan's winning streak to generate buzz and excitement.
At the dog show, we had a photo booth featuring a Westminster winner's circle as the backdrop, allowing attendees to celebrate winning moments with their dogs. The photo booth also acted as a way to introduce attendees to Pro Club, Purina's customer loyalty program, and leave rating and reviews via iPads.
To celebrate fans beyond those lucky enough to attend the event, we extended our appreciation to the viewers at home through over 100 pieces of customized content. First, we prompted fans to send us photos of their dogs. We then imported their dogs into various Westminster backdrops. This execution received the highest engagement rate of all Westminster content and it allowed the brand to connect with fans on an individual level.