ShowBusinessMan + [Social Media Advertising]

IAMS Pet Food Allows Facebook Fans To Choose New Ads To Air

Press:
The unconditional love between people and their pets is at the center of the new Iams marketing campaign – Keep Love Strong. The new advertising campaign, created by Saatchi & Saatchi out of New York, will feature both television and print ads showcasing the important role premium nutrition like Iams plays in keeping a dog or cat’s body as strong as their love.

“One of the most exciting things about our new campaign is that it was all inspired by real stories of unconditional love.”
“Every day we’re inspired by the stories we hear from our consumers about the love they have for their pets and the important role Iams plays in those relationships,” said Ondrea Francy, Iams general manager. “One of the most exciting things about our new campaign is that it was all inspired by real stories of unconditional love.”

For the first time ever, Iams allowed its Facebook fans to decide which commercials air first by leveraging crowd sourcing by asking them to choose the stories that spoke to them the most through “liking”, “sharing” and “commenting” on Facebook in November. The winning spots will air on national TV beginning Dec. 3.

“At Iams, we trust our fans and value their opinions a great deal, so we wanted to give them an opportunity to participate in choosing our next commercial,” said Francy. “Pet owners continue to love Iams and with the launch of this new campaign, we feel positive it will resonate strongly with even more animal lovers since this bond is universal among all pet owners.”

Winning TV Spots Chosen by Iams Facebook Community:

Iams Dog Food Commercial (above): Keep Love Strong — Welcome Home: Rocky the dog didn't know why Dawn was gone for so long, but when she showed up in military camouflage, he was there ready to greet her with the biggest welcome home. So, to keep Rocky strong and healthy, Dawn chooses Iams dog food.

Iams Cat Food Commercial (below): Keep Love Strong — Unspoken: Ziggy the cat showed up on Jake's doorstep, and they took him in. Jake's family thought they saved Ziggy, but as Ziggy helped open the doors to Jake's very private world, it became clear that he was the lifesaver.
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Credits:
Ad Agency: Saatchi & Saatchi, NY.