Responsible Dog Ownership -
Pedigree
The Pedigree Training Academy was launched in the summer of 2010 to continue our engagement with our Facebook community. We worked with Gwen Bailey, a well-known and respected dog trainer and behaviouralist, to create a series of six useful and authoritative dog-training videos to inspire dog owners. One video was released each week on Pedigree’s YouTube channel, and the Facebook community members were encouraged to respond with their own user-generated videos, which in turn were rewarded with a ‘graduation pack’. The pack included treats, certificates and light hearted bumper stickers.
Each week Gwen would do a live Question and Answer around certain topics, helping the community with training questions and commenting on progress made by the individual dogs. Throughout the campaign period, our Pedigree Community Manager stimulated conversation around the videos across all social channels.
