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Every Dog Has it's Ad

Award: Shortlist

Shortlist / Direct / Direct Acquisition & Retention / 2020

Colenso BBDO needed to drive trials for Puppo – a pet food company that designs bespoke dog meals. It transformed the traditional poster campaign, creating tech that algorithmically designed personalised placements. This took data from the NYC Dog Licensing Dataset, input it into an innovative modular copy and art system, making 100,729 unique executions - an ad for each dog. Posters directly targeted the audience with personalised messaging and placement, and a unique dietary solution via QR code. Puppo’s site saw a 68% spike in new users, with 28% coming directly from the posters, and 144% increase in web searches.

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