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Content Creation & Participation
DentaStix SelfieSTIX
Reference caseAn external reference for study and inspiration, not our portfolio.
An owner attaches a treat above a phone camera to attract their dog’s gaze.
BrandPedigree
LocationNew Zealand
DateThe Caples archive states an August 2017 execution and a 2018 award.
Agency / partnerColenso BBDO; Mars NZ
How does it work?
The owner places the clip and treat above the phone camera.
The treat draws the dog’s gaze toward the lens.
Taking a photo with the dog facing the camera becomes easier.
What is it good for?
A small accessory can make user-generated content easier; evaluate the physical clip and the app separately.
Evidence & sources
The Caples case reports 24% higher sales and 3.5 million engagements. The short entry does not explain the sales period or control baseline.
More about the evidence and execution
The low-complexity interpretation concerns the physical clip. The dog-face-recognition app was a separate, more complex part of the campaign.
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