Pedigree, a well-known pet food brand owned by Mars, is leading the way in an innovative strategy to helping shelter dogs find homes faster. Pedigree’s latest venture, ‘Adoptable’, uses cutting-edge artificial intelligence to turn regular pictures of shelter dogs into professional-quality images that are then utilised in location-specific adverts.
From amateur snapshots to professional portraits
In the Adoptable campaign, photographs begin as basic, often amateur pictures taken by shelter personnel. These are then loaded into a sophisticated AI system created by Nexus Studios. This technology creates a digital doppelganger of each dog, indicating their main traits and potential positions. Advanced machine learning algorithms improve these photos to near-perfectness, preserving each dog’s own appearance and personality.
Geotargeted Advertising with Immediate Impact
The Adoptable initiative’s use of geotargeting technology, which allows Pedigree to display adverts matched to potential adopters’ locations, is a significant component. This implies that a viewer in London may see a different puppy in need of a home than a viewer in Manchester, so improving the advertising’ relevancy and emotional effect. Furthermore, the adverts are updated in real time as soon as a dog is adopted, guaranteeing that the information is constantly up to date and that each successful adoption can be celebrated instantly.
Global Rollout and Marketing Synergy
The Adoptable campaign was first launched in New Zealand as a test market and will be rolled out internationally during 2024. The programme not only aims to reduce the number of dogs in shelters, but it also incorporates these efforts into all Pedigree advertisements, regardless of subject. This enables Pedigree to leverage its significant worldwide advertising reach to assist a cause that is vital to their brand values: eradicating dog homelessness.
Industry Implications and Future Prospects
The Adoptable campaign is part of a bigger marketing trend in which businesses are increasingly relying on generative AI to produce compelling, scalable advertising solutions. While there are worries in the industry about the possibility of job displacement due to AI, efforts such as Adoptable show the technology’s capacity to improve creative processes while driving considerable societal benefits.
Pedigree’s dedication to incorporating their aim to prevent canine homelessness into their commercial efforts may establish a new standard for purpose-driven advertising, prompting other firms to consider how their advertising spend might also serve greater social purposes. According to Pedigree’s Global Brand Vice President Fabio Alings, “Adoptable is a transformational step for us.” Now, our dedication to ending dog homelessness can be central to all we do.”
In an era when customers are increasingly searching for businesses that demonstrate true commitment to social causes, Pedigree’s novel use of AI in the Adoptable campaign has the potential to revolutionise the convergence of technology, marketing, and corporate responsibility.
Source: https://www.pedigree.com/adopt
