“a genius way to find the perfect family dog.”

The Daily Paws

“Putting AI tech to probably it’s best use yet” 

It’s Nice That

“A fun way of teaching children about pet adoption” 

Yahoo

Idea

To get kids pestering their parents to adopt a rescue dog, we made kids the center of the adoption process – by turning their dog doodles into real adoptable dogs. Rescue Doodles is an innovative, interactive tool that matches children’s dog drawings with similar looking rescue dogs available for adoption. The experience was brought to life as a chatbot where kids / parents could text their doggy doodles to a Pedigree phone number. We then used AI and a machine learning model to analyze the drawings and identify the color, shape and breed of the dog and match it with a nearby rescue dog. The matching dog was then texted back to the user with a link to adopt. Each time a user got a doodle match, we gave them a shareable asset showing their kid’s drawing and matching dog, so proud parents could share it on social, and spread word of Rescue Doodles. The campaign launched with a supporting demo video, and every two weeks Pedigree posted a recap video showing the best user-generated doodles matches from that period. 

Background 

Kids are a huge driving force behind families getting a dog. But with 70 million homeless dogs in America, not enough families are adopting rescue dogs. As a long-time advocate for dog adoption, Pedigree wanted to find a way to put rescue dogs at the top of kid’s wish lists. 

Results

By tapping into AI and turning doggy doodles into real, adoptable pets, we reached out to the key member of the family and gave children the opportunity to find the perfect dog for their family. 

Our user journey saw incredible website to textbot conversion rates, 16x higher than industry average and had 56% higher than average textbot engagement levels. Dog lovers loved to engage with our AI doodle to puppy matching experience and we ultimately drove a 6% increase in traffic to Adoptapet.com where users could adopt a dog in real life.

We successfully aided our core brand purpose and saw a +2.1pt brand lift in message association with adoption efforts. In addition, our campaign news generated a total of 1,700+ placements resulting in 691 million impressions. Notable coverage included in-depth stories across key outlets such as People (syndicated 6x), It’s Nice That and Daily Paws (syndicated 5x), calling the campaign “ a genius way to find the perfect family dog.”