Perfect Search
Mars Petcare Russia
Issue 55 | July 2020
Agency
BBDO Moscow
Creative Team
Executive Creative Director: Alexey Fedorov Creative Group Head: Sofya Tsytkina Copywriter: Petr Martyuk Junior Copywriter: Anton Beketov Digital Creator: Denis Bykov Digital Art Director: Andrey Krusanov
Production Team
Freeger Digital & CG Production DIGITAL LAB Video production
Other Credits
MARS Petcare Russia Marketing Director: Olga Kostrova Senior brand manager Anastasia Bogatova – Leadership: Elena Tokareva Digital specialist: Anastasia Barabanova BBDO Moscow Managing Director: Natalia Tsyganova Client Services Director: Anastasia Dubrovskaya Account Director: Anastasia Babuchenko Senior Account Manager: Liana Shengeliia Digital Strategic Planning Director: Polina Ptacek Digital Analyst: Jane Lukonina Digital Producer: Yuriy Marin Senior Strategic Planning Manager: Anna Khitko Strategic Planning Manager: Vera Zgurskaya
Date
April – May 2019
Background
Perfect Fit, a healthy pet food brand, believes that pets need more than a good diet, to be healthy and happy. They also require the right amount of exercise and play (both with their owners and on their own). This approach was developed by WALTHAM Petcare Science Institute and became the basis for the philosophy of Perfect Fit.
However, in Russia, most people do not follow Perfect Fit’s philosophy. This happens not because pet owners are against proper care, but because many of them do not know that pets have needs other than food.
Idea
To tell people about Perfect Fit’s philosophy, pet owners were used who already live by its principles. Since most of them are very passionate advocates of such approach to their pets’ well-being, the idea was to use them to raise awareness of Feed.Move.Play philosophy and stimulate other pet owners to engage with it. To find these exceptional pet owners and get them involved the decision was made to use search. The most unpopular search queries were bought that only responsible pet owners would search for. Then these pet owners were rewarded by giving them what they were looking for - for free. Thus, Perfect Search became the first campaign that uses unpopular search queries to get the reach.
Results
With a media budget of only $68, a public discussion was started on responsible pet ownership and pet needs.
There were more than 320 million impressions. The campaign collected more than 90 publications in digital and traditional media. But most importantly, Perfect Fit’s philosophy gained a lot of new followers, and the number of happy pets has grown many times: - cat balcony search queries +139% - orthopaedic mattress for dog search queries +488% - camping with your dog search queries +417%, etc.
Traffic to the Perfect Fit website with information on advanced pet care increased by 850%.