Family dogs in Italy are around 9 million. It has been growing in the last year, also thanks to the growing popularity of small dogs. Purina wanted to be recognized as “the little dog’s nutrition expert” and aimed to educate owners of small dogs by teaching them the best way to feed their loved ones. But… how to do it while being also entertaining and having a great impact with a low budget?
Simple! We created “The Mini Dog Club”: a community to celebrate the pride to be a small dog owner!
A great creative idea with an even greater execution on different touch-points.
As dog owners spend on average 2 hours per day outdoors, we brought The Club on tour around different city parks. At the same time we boosted the Pride with a funny digital strategy, inviting small dog lovers to join the Club, to participate in content creation and to show off their pride every day!