Towards the end of last year, Hill’s SA approached us with an idea for a digital campaign that would be one of their biggest yet! Not only was this an exciting project, but the passion that the Hill’s team had for their brand and this project became so infectious that we were sold on the campaign before we’d even started.
Hill’s has been a leader in the South African pet food industry for many years but as the pet food industry has grown, so has the number of competitors offering much less nutritious and wholesome pet foods. Hill’s market share was beginning to decline and so they came up with a way to remind South African consumers about how powerful Hill’s can be.
Instead of trying to convince pet owners of this fact themselves, they wanted to create a platform where Hill’s consumers could share their own stories about how Hill’s pet food helped their pets. There is no better way to strengthen a brand than by letting its customers do all the talking, and this campaign was designed to create hundreds of Hill’s brand ambassadors to do just that.
Each pet owner’s testimonial is showcased on an interactive and engaging web platform where other users can view, vote for and share their favourite stories. As stories are uploaded they become part of an interactive mosaic which users can explore and search through for stories close to their heart. Consumers who submit or share stories stand to win monthly prizes as well as a grand prize of a holiday worth R50 000.
The Hill’s Transforming Lives platform launched on 27 June 2016 and so far the results have been outstanding! As one of our biggest projects to date, we couldn’t be prouder!