When you pamper one, you pamper all
Client
Mimame
Services
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marketing & advertising
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illustration & video
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web & mobile
Website
mimame.pt
Year
2023
A campaign that feeds four-legged friends and the consumers' most charitable side.
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the brand
Internutri, a part of the Ovargado Group, is a brand specializing in complete, nutritious, and safe food for pets, offering a range of products that adapt to each stage of an animal's life.
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the challenge
In partnership with Animalife, Internutri intended to launch the MIMAME campaign, a charity sales initiative with the goal of supporting over 300 animal protection associations and groups: with the purchase of MIMAME pet food, €1 would be donated to Animalife. In this sense, the brand needed support in developing a creative campaign and its dissemination through digital media.
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the story
“When you pamper one, you pamper all” is the tagline that gives purpose to the campaign, which included a video spot, an informative website, and a digital dissemination strategy
The tagline “When you pamper one, you pamper all” is inspired by the idea that gives life and purpose to the entire campaign: by buying food for their pet, the consumer is also helping other needy animals. In a direct reference to the name of the food, MIMAME, the concept of 'pampering' also awakens the more emotional side that owners have with their pets.
A video spot was developed to bring the campaign to life and make it more memorable, encouraging participation. Combining humor and the sense of care awakened by the message, the video seeks to highlight the positive impact that each purchase brings to needy animals and to the lucky animals for whom the food was bought.
The narrative follows the journey of a person as they buy MIMAME food for their dog. As they acquire more food, the owner discovers that with each purchase, they are contributing to feeding not only their pet but also needy animals, whose number grows exponentially.
A landing page was also developed to support the campaign. With simple navigation and a cohesive visual identity, users can better understand the campaign's purpose, check points of sale, discover the beneficiaries of the action, and how this support is being channeled, encouraging active consumer participation.
The strategy included the dissemination of the campaign in digital media through the development of communication pieces for social media and other digital platforms with the purpose of expanding its reach and encouraging participation.
In a cohesive strategy, the MIMAME campaign seeks to show that caring for pets can also be a way to foster solidarity, resulting in an initiative with a strong, captivating message and a positive social impact.
Izilend
Itaú