PEDIGREE and Spotify Help Dogs Find Forever Homes
Grace Mahas — March 24, 2023 — Marketing
References: open.spotify & pedigree
The PEDIGREE® brand, part of the Mars family of brands, has teamed up with Spotify to create "adoptable playlists," which will feature real-life adoptable dogs as cover art to promote dog adoption. Each playlist cover will feature a different dog in need, designed to look like an album from a recognizable music genre. The playlists will be featured in Spotify's “Feel Good” category, which is one of the most popular genres on the platform, to reach millions of listeners who are looking for more happiness in their lives.
Listeners will be given information on how to adopt the dogs featured on the playlists through targeted audio ads and written playlist descriptions, which will include links to the dogs' adoption pages on AdoptAPet.com. The partnership between Spotify and the PEDIGREE brand aims to raise awareness of the need for dog adoption and alleviate the pressure shelters are facing across the country, especially during the pandemic.
The PEDIGREE brand has a commitment to dog adoption and, earlier this year, launched the PEDIGREE® FOSTERVERSE™ program to bring foster opportunities to the virtual world. This partnership with Spotify is another way for the brand to help shelter dogs find their forever homes, as part of Mars Petcare's larger ambition to end pet homelessness.
Listeners will be given information on how to adopt the dogs featured on the playlists through targeted audio ads and written playlist descriptions, which will include links to the dogs' adoption pages on AdoptAPet.com. The partnership between Spotify and the PEDIGREE brand aims to raise awareness of the need for dog adoption and alleviate the pressure shelters are facing across the country, especially during the pandemic.
The PEDIGREE brand has a commitment to dog adoption and, earlier this year, launched the PEDIGREE® FOSTERVERSE™ program to bring foster opportunities to the virtual world. This partnership with Spotify is another way for the brand to help shelter dogs find their forever homes, as part of Mars Petcare's larger ambition to end pet homelessness.
Trend Themes
1. Adoptable Playlists - The concept of “Adoptable Playlists” can be expanded to other types of pets, promoting pet adoption among music lovers around the world.
2. Targeted Audio Ads - Targeted audio ads could be used in other platforms to promote pet adoption, as well as other social causes and initiatives, reaching a wide audience in an emotionally engaging way.
3. Virtual Foster Programs - Virtual foster programs, like the PEDIGREE® FOSTERVERSE™ program, can be further developed and implemented in other industries and areas of need, providing more opportunities for people to make a positive impact in the virtual environment.
Industry Implications
1. Pet Care - The pet care industry could partner with music streaming platforms, like Spotify, to promote pet adoption among their users, increasing awareness of the need for pet adoption and helping shelter animals find loving homes.
2. Digital Advertising - Digital advertising companies could use targeted audio ads to promote various social causes and initiatives, engaging their audience emotionally and providing opportunities for people to get involved and make a difference.
3. Social Impact - Other industries and organizations focused on social impact could develop and implement virtual programs, like foster programs, to provide more opportunities for people to engage with social causes and make a positive impact in the world.
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