Pedigree: Pup Hero Adventures
Social, Digital, Linear
As the partnership between the PAW Patrol and Pedigree entered its third year, I was brought aboard to write it. Little did I know this was going to be a dream project. This three-part social story was brought to life by the BAFTA winning animation studio, Blue Zoo. The story was built around one simple notion, small dogs view themselves as the toughest pups around.
We put out this call to paws on across linear, social, and digital for owners to submit their dog to become the hero of our story.
We boasted a 1,600% increase in contest submissions from the previous year. Sorting through the submissions, we found Showlow, our Pup Hero! It only took us three weeks to go from selecting Showlow to the premiere of the first episode on Instagram. Then after the third episode was released, we posted the complete story on Facebook.
This program delivered over 3.5 million impressions and showed the world how might one small pup could be!