GÜD: Rescue Dogz

Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.

Campaign details

Brand: GÜDLead Agency: J.Walter Thompson BrasilRegion: LATAM

Creative Strategy

In order to find and catch the attention of potential dog buyers, first, we analyzed the most common spelling errors on Google when it comes to purebred dogs. Then, we bought these words and named dogs from a partner rescue center with them.

Every time someone went online and misspelled a dog breed name on Google, they were impacted by a Google Ad, as if someone was giving that specific dog away for free. Instantly hooked into the campaign by the word "Free", people...

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