Case Study: Pedigree achieves higher brand favorability and message association with Seedtag's contextual advertising

Pedigree relied on contextual strategy to maximize awareness and consideration for its dog oral care product

Pedigree, a brand known for its high-quality pet products, faced the challenge of increasing awareness and consideration for its Dentastix dog oral care line. They needed to highlight the product's key values of Quality, Innovation, and Trust and reinforce the importance of pet oral health to their target audience. To accomplish this, they partnered with the vendor Seedtag.

Seedtag implemented a contextual strategy for the campaign, using its LAB which leverages A.I. and Machine Learning. This cookieless solution identified the most relevant content territories, such as Oral Health and Healthy Habits, to align with Pedigree's brand values. The strategy allowed for campaign optimization and reaching a broader audience. The results were significant, including a 92.7% uplift in click-through rate versus Seedtag's benchmark and a 44% uplift in brand favorability.

Pedigree