Mars Pedigree
Unleash the potential in every pet
Overview
Committed to feeding and nurturing the most important relationships in our lives
PEDIGREE had an established social presence, but it wasn’t up-to-date with current social best practices. We revitalized their social media presence, bringing their brand personality to life across TikTok, Instagram, and Facebook with a focus on engaging vertical video since it’s the most engaging content type.
Opportunity
Modernize PEDIGREE's social strategy through viral vertical video, micro-creator partnerships, and AI-powered trend activation.
Solution
New tricks for a legacy brand
To bring PEDIGREE’s brand into the modern social era, we built a robust social playbook rooted in platform-native content and storytelling. With a strategic focus on vertical video, we refreshed their presence on TikTok, Instagram, and Facebook, layering in tailored content pillars, reactive content protocols, and influencer partnerships. This ensured a consistent, engaging, and mission-aligned voice across channels while boosting visibility and authenticity.
Execution
Sniffing out social gold
We brought the PEDIGREE story to life by pairing in-house creative with authentic creator-led content. By building a roster of dog-loving micro-creators, we tapped into cultural moments, trends, and platform-native formats that made PEDIGREE feel more human (and dog-obsessed) than ever. We ensured agility by establishing a rapid response system to jump on trends, all while filtering opportunities through brand-aligned criteria. From playful memes to adoption-focused storytelling, every post had a purpose.
Results
A revitalized presence built for connection
Through a consistent, creator-led approach and strategic trend participation, PEDIGREE’s social presence transformed into a vibrant, mission-aligned platform. The brand not only grew its audience but deepened emotional connection through content that championed pet adoption and celebrated the joy of dogs.
