ペディグリー | SelfieSTIX | 2018
The world's first app that recognizes dog faces / Pedigree "SelfieSTIX"
You want to take a selfie with your dog, but your dog just won't look at the camera. Pedigree decided to seriously solve this small, everyday problem.
The problem
DentaStix tended to be seen as just a "functional treat," making it hard to stand out in the market. What was needed was a meaningful moment shared between dogs and their owners.
The insight
There was data showing that 65% of dog owners take more photos of their dogs than of their partners or friends. So the idea was simple: make taking selfies with your dog better. They turned a treat into something of cultural value.
The idea
SelfieSTIX is a special accessory that attaches a DentaStix to your phone. Place the treat above the camera, and the dog naturally looks straight at the lens. On top of that, they built an app using machine learning that recognizes dog faces and applies filters. Dubbed "the world's first Snapchat for dogs," this wasn't really an ad—it was a product.
What happened
It recorded 5 interactions per dog owner, and DentaStix sales grew 24% year over year. One in every four dog owners in New Zealand reportedly got their hands on SelfieSTIX. It was also recognized at the One Show and Cannes Lions.
Afterthought
This is what people mean when they say insight is everything. Instead of making an ad, they made a product—and that product made the bond between people and their dogs just a little bit better. I couldn't stop grinning while watching the case video.
