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Créativité
Paris, France
Mars Petfood - "Perfect Search" by PHNX Awards 2020

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TitrePerfect Search
BriefTo let everyone to know about the Perfect Fit philosophy, the campaign targeted pet owners who were already living according to the brand's principles. This was done by buying rare keywords typed only by the most responsible pet owners, such as “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency of less than 300 a month. Overall, it cost just $68. Those who typed the chosen keywords were given the things they were looking for, free of charge, as a reward for perfect pet care.
Agence
Campagne Perfect Search
Annonceur Mars LLC
Marque Mars Petfood
Mise en ligneNovembre 2019
Secteur d'activité Aliments, services et produits pour animaux
Synopsis Perfect Search is the first advertising campaign that used unpopular context ads.For everyone to know about the Perfect Fit philosophy, we decided to use the pet owners who were already living according to our principles. They do cat yoga, take their dogs to a psychotherapist and buy them special orthopaedic mattresses.In order to find them, we bought unpopular keywords, which are being typed in only by the most responsible pet owners. “cat balcony”, “dog fitness instructor” and another 83 keywords with a searching frequency fewer than 300 a month. Overall, it cost us $68.To those who found our keywords, we gave the things they were looking for. And it was for free – as a reward for proper pet care.We made a psychotherapist appointment for a dog, organized a cat yoga class with a coach and a birthday party for a dog and many other ones.
Type de média Digital
Directeur de la création
Chef de groupe création
Concepteur / rédacteur
Concepteur / rédacteur
Digital Art Director
Directeur Général
Client Services Director
Directeur de clientèle
Responsable de budget agence
Directeur du planning stratégique
Analyste digital
Producteur digital
Planneur stratégique
Planneur stratégique
Marketing Director
Brand Manager
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)