Client

NexGard Colombia

Campaign

Yes to furry affection

Case

In September, Colombia celebrates Love and Friendship Day, a special time for couples and friends. However, despite the positive spirit, there’s a harsh reality backed by statistics. In 2023, divorces rose; according to data from the National College of Notaries, 2,133 couples separated, making Colombia the second most unfaithful country in Latin America. That’s why we created a campaign to highlight the importance of the unconditional love pets provide to their owners.

Paradoxically, in Spanish, when a person is unfaithful, they are labeled or referred to as an ‘animal,’ when in reality, this is one of the most faithful and pure loves we can ever have. That’s why this month, we wanted to highlight the well-being and positive relationship that our furry friends provide us, and in September, say: Yes to furry affection!

Objective

To grow the community of dog owners by creating content that resonates with the everyday lives of pet owners and their pets.

Solution

Develop a campaign that connects pet owners with real-life situations through humor, highlighting the importance of expressing love through care and well-being, while promoting the protection of NexGard against fleas, ticks, and mites.

Execution

For this campaign, we produced a launch video highlighting the national context around divorces in 2023 and emphasizing pets’ vital role in Colombian households.

We hosted a contest where participants had to comment on Facebook or Instagram about how they decided to say ‘Yes to furry affection.’ We selected three winners from Bogotá, Medellín, and Cali, each winning a romantic dinner with their pet and a guest at pet-friendly restaurants with a special dog menu.

To sustain engagement, we created content featuring everyday situations related to infidelity, but with a positive twist about having a pet, like: ‘When you’d rather have your shoes chewed than your heart broken,’ ‘If you’re losing sleep, let it be because your dog took over your bed,’ and ‘When you’d rather be happy with four—four paws.’