Unlocking the Secrets of Our Pets
Wisdom Panel Brand + Entertainment Partnership
THE ASK
Wisdom Panel became the leader in canine DNA testing through their depth of science. Then competitors started to nip at their heels by emphasizing price to commoditize the market.
THE INSIGHT
Pet parents have a deep connection with their dog and a desire to know everything about them. The advanced science behind Wisdom Panel means greater accuracy—unlocking your pet’s secrets so you can know them on a deeper level.
THE IDEA
We sniffed out the perfect pop culture moment: Universal Pictures’ The Secret Life of Pets 2. A tie-in with a movie about our pets' secrets offered the perfect opportunity for the brand that does the best job of uncovering them.
THE ACTIVATION
To read our target audience, we created:
- An integrated omnichannel campaign heavy on social media and video
- A pop-up site revealing DNA results for each of the film's canine characters
- A contest to guess the breed of Rooster—the film's newest star, voiced by Harrison Ford— and the chance to win a trip to attend the movie's premiere
THE RESULTS
The campaign proved that in a crowded market, creativity still leads the pack.
- 200,000+ unique visitors to the pop-up site in just 6 weeks
- 10,000+ contest entries
- 2x projected click-throughs to the branded site
The Takeaway:
Science reveals facts—but storytelling drives change.
The Secret Life of Pets 2 and related characters are trademarks and copyrights of Universal Studios Licensed by Universal Studios. All Rights Reserved. WISDOM PANELTM trademarks and copyrights are owned by Mars, Incorporated.
