Vidsy + PEDIGREE
HERO THE RANCHOS
🎯 Objective
AWARENESS
One objective for this campaign, is to increase awareness of Ranchos. The only placement that will be awareness focus is youtube bumpers (6sec forced view), as Mars media approach has proven non-skippable is the best platform for this
CONVERSION
The second objective for this campaign is to drive trial and purchase of Ranchos. Fb/IG stories & Feed + Amazon Video Ads are the placement that have been covered with 12 sec videos, enabling viewers to click-through direct to purchase.
🎨 Direction
We focused on animating the key visuals to leverage the iconic Pedigree branding, as well as hero the key claims - giving prominence to 100% natural / irresistibility messages. Below are the different ways we approached the content and a summary of the routes we explored:
New & natural - 6 sec videos that excite the viewers around the newness of the range & its irresistible nature (100% natural Beef or Chicken).
Gimme good reasons - 12sec videos that show off the range & hook message upfront (within the first 5 seconds), whilst breaking down the USPs thereafter.
Guess what? - 6 & 12 sec videos that prompt the viewers to answer a simple question: “Do you know what dog’s dreams are made of?” & get them to engage with the content, whilst communicating the right message for each objective.
Best Practice
We’ve outlined some of the key social media best practices that we’ve incorporated into the content to make sure it doesn’t just look good but it’s also effective:
👌Branding 👌- The Pedigree branding has been injected through each content, knowing that it shouldn't be the focus.
🎯Focus 🎯- All content delivers the message in a short amount of time and brings core message or hook within the first 3 seconds.
📈Creative Variance 📈- Each piece is unique meaning it's perfect for testing to understand what is engaging with consumers to influence future content.
🔇Sound Off 🔇- Content can be understood with sound off, however delights with sound on through the use of audio tracks that complement the animation style of the video.
The Scope
AWARENESS 6secs - 2 videos x 1 format
16:9 video for Youtube Bumpers
CONVERSION 12secs - 2 videos x 3 formats
9:16 for FB + IG Stories
4:5 for FB + IG In-Feed
16:9 for Amazon Video Ads, Youtube Trueview
Delivery & Next Steps:
Please select your favourite 4 videos from, using the asset reference code (E.g. NGNL_XXXX).
The awareness videos are currently in 16:9 format, optimized for Youtube Bumpers. The conversion videos are currently in 9:16 format, optimized for Stories.
Following selection, you have 2 round of feedback on your selected videos.
Once amended we will proceed to formatting (4:5 & 16:9) for an overall delivery of 8 videos.
The content…
You can select 4 total videos from the variations below 👇
Awareness: 2 videos to select
Conversion: 2 videos to select