Dogs are some of the best listeners and Pedigree set out to bring awareness to the mental, emotional and physical benefits of pet companionship with a unique chatroom campaign. On the popular Clubhouse platform, Pedigree partnered with relevant moderators and invited 20 adoptable dogs into the chat rooms focused on how animals can provide support during difficult times.
Participants in the audio-only rooms were able to look at the profiles for different dogs and see where they could be adopted from. At a time when many people are fostering and adopting dogs, Pedigree is helping pets find their forever homes by covering adoption fees for all dogs adopted via the Clubhouse 'Doghouse' chat program. Unlike many adoption campaigns that put images of adoptable pets first, this one focuses on conversations centered around pet ownership and adoption.
Dog-Friendly Chatroom Campaigns
Pedigree Invited 20 Adoptable Dogs to Clubhouse Chats
Trend Themes
1. Pet-focused Chat Campaigns - Adoptable pet chat rooms can drive more engagement and increase pet adoptions.
2. Audio-only Platform Partnerships - Collaborating with audio-only social platforms like Clubhouse can offer a new way of reaching and engaging customers.
3. Conversation-driven Marketing - Focusing on conversations around specific topics can create deeper connections with customers and drive brand loyalty.
Industry Implications
1. Pet Retail - Pet retailers can use similar chat campaigns to promote the benefits of pet ownership and drive more adoptions.
2. Technology - Tech companies can partner with audio-only social platforms to provide unique experiences for users and increase overall engagement.
3. Marketing and Advertising - Marketing and advertising agencies can explore conversation-driven marketing strategies to create meaningful and authentic connections with customers.