Halo Purely For Pets: #HaloFeeditForward Source: AME Awards, Bronze, 2016 Downloaded from WARC This case study describes the American pet food brand, Halo's Change a life campaign that asked pet lovers to share a photo of their pet, and the company would...
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Halo Purely For Pets: #HaloFeeditForward Source: AME Awards, Bronze, 2016 Downloaded from WARC This case study describes the American pet food brand, Halo's Change a life campaign that asked pet lovers to share a photo of their pet, and the company would then donate a meal to a shelter animal in return. Despite large retail partners and a passionate following, Halo premium pet food was largely unknown. Given Halo's position as a growing but still small challenger brand in its category, the campaign emphasised the brand's purpose and audience social behaviours and tied in to company co- owner Ellen DeGeneres who helped propel the campaign. The campaign ran across TV, print, Facebook/Twitter/Instagram, and followed with a website redesign. Results: a 40% YOY sales volume increase in initial test markets, 131 million impressions; Instagram, Twitter, and Facebook accumulated 13,000 picture posts combined. This campaign was created in an effort to raise brand awareness of Halo's mission to
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