Pedigree & Wal-Mart
Strategies
- Created “Canine Walk of Fame” at Humane Society of the US featuring hero dogs representing six Wal-Mart countries
- Recruited participation of high-profile canine groups via publicity and Website
Results
- Affiliation with international canine groups gave credibility and stature to fledgling program that drove unprecedented U.S. and international media coverage of nearly 148 million consumer impressions via 25,000 media outlets
